Lifeplus, a leading supplier of nutritional products, approached the agency to create a new sports nutrition brand that would provide the company with an ownable and credible space within the UK, Europe and US sports nutrition markets.PB Creative identified a gap in the market for a sports nutrition brand aimed at individuals who see staying fit and healthy as a way of life, but can be intimidated by the supplements currently on offer. It recognised that existing sports nutrition brands are either aimed at serious sports enthusiasts, those wanting to build muscle mass or to lose weight.PB then went on to create a brand that is unisex, upbeat and aspirational, yet accessible. It helps consumers navigate the range and find the support they need by establishing three sub categories under the headings: Focused, Sustained and Recharged. The name ‘Be’ puts the consumer at the heart of the brand and forms a call-to-action when combined with the three sub-categories: Be Focused, Be Sustained and Be Recharged. CreditsPete Hayes, Ben Lambert: Co-founders - PB Creative