Kinetica – Sports Nutrition
The Challenge
Imagine you have a state-of-the-art factory producing the highest quality ingredients.
Now imagine you are forced to sell your quality ingredient to manufacturers at commodity prices, only for them to make huge margins selling to end consumers.
That was the situation facing our whey protein manufacturing client, Carbery. Time to create their first consumer-protein brand.
As a pure B2B player, the question was, “How?”
The HMT Approach
Initially mapping the esoteric and highly competitive protein supplement market, we were able to identify a number of potential positions for the new brand.
Next we hit the gyms and the sports fields to understand the world of the consumer and identify their unexpressed needs and wants.
Pulling the project together, we created and tested FourFactors® Concepts and developed a clear brand strategy.
Finally we worked with our Partner Agency, Design Bridge, to create a brand name and to design the new brand identity.
The Result
Kinetica was first launched in Ireland and online in 2009.
Today the brand has become the no.2 by market share in it’s home country and grown from 5 to 50 SKU’s… Kinetica remains true to its inspirational and distinct identity… standing out as a safe choice for serious sports consumers in the once weird world of sports supplements.
Download the Case Study as a printable PDF file:
Kinetica_HMT_Case_Study