Muscle Pharm • Site Exploration

At the end of 2017 we had the pleasure of working with MusclePharm, a sports nutrition company, with $150M in annual revenue. The team at MP tapped Idol to engage in a 3 month, research-driven strategic design process to establish their brand hierarchy and refine their positioning to appeal to a wider audience, without alienating their core consumers (combat athletes and hardcore bodybuilders).

Throughout the initiative, we uncovered core insights, substantiated key points of friction, and identified user personas within their target markets. The results of this research informed design decisions which rolled out into new packaging and a simplified look and feel across 3 key sub brands — MP Sport Series, MP Natural Series, and FitMiss.

As with any project, some directions and details don't ship, but rather inform and influence future iterations. This site layout was explored as a way to simplify their site by providing streamlined commerce flows, educating customers along the journey.

(Imagery is FPO for conceptual purposes)