Redefining Recovery with a
New-to-World Nutrition Brand
The Situation
An entrepreneurial family of farmers, passionate about outdoor adventure, sought an all-natural protein powder for recovery. Surprised to find most brands were full of artificial ingredients, they set out to create the natural nutrition they need.
Luckily, their pals at The North Face recommended StarryEyed Strategy. In collaboration with Dillon Buline and his collective of farmers and outdoor athletes, we created a brave, new-to-world brand to stand out in a crowded category.
Together, we gleaned new insights from everyday athletes, along with outdoor adventure experts and dietitians By understanding what the nutrition world will be tomorrow, we made what everyday athletes need to fuel their adventures today.
The Strategy
Inspired by new consumer, category, competitive, and cultural insights, we outlined powerful positioning starting points. Then we dreamed up the new brand in a collaborative North Star Session to confirm the purpose, promise, and personality that will guide all efforts.
Because the category is crowded with brands for gym rats and extreme athletes, the team also devised compelling activation ideas, such as partnerships with community-focused events like RAGBRAI. And because it’s dominated by neon, our visual identity reinforces the connection between nature and nutrition through textures that add depth and a rustic touch.
The visual storytelling aligns with Realand's mission to help everyday athletes get nutrition in so they can adventure out, creating a cohesive look and feel that shows how the same ingredients from the heartland help fuel the best adventures in real life.
The Success
Realand recently launched with a line of rich, organic chocolate and unflavored whey and plant-based protein powders, earning rave reviews from customers and industry experts alike. With sales from Amazon and local stores, the brand is especially gaining traction among next-gen consumers.
The brand speaks directly to everyday outdoor enthusiasts—people who find adventure on hiking trails, mountains, or even in their own backyards. Customers love the clean, all-natural ingredients and sustainable practices, along with stories about real adventurers and celebrated, local events.
Realand continues to build a strong community inspired by inclusivity and the connection between nature and nutrition. With an innovation pipeline of protein powder flavors and additional signature products, the brand is poised to expand and move the complete category forward.
Conceptual Packaging
Actual Packaging
