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Product Re-design and Re-branding Proposal

Client: Clutch Nutrition (Not actual client, this is just a proposal)

This self-initiated project showcases a comprehensive branding and visual identity proposal developed for Clutch, an innovative Danish energy drink company. Driven by a strong personal connection to the product and a belief in its significant untapped market potential, I proactively conceived and designed a strategic vision to elevate the brand's impact and appeal, particularly for broader market penetration and international ambitions.

Main visual for Product Re-design project
Additional project image 2 for Product Re-design

The Challenge & Approach

The core challenge identified was that Clutch's revolutionary product, while superior in formulation, faced the risk of its existing branding being too subdued to capture significant attention in the hyper-competitive global beverage market. I perceived a disconnect between the product's innovative edge and its visual and communicative presence, potentially hindering its ability to stand out against industry giants.


My approach involved:

  • • Deep Dive & Analysis: Thoroughly understanding Clutch's existing brand, story (including their "Løvens Hule" appearance and podcasts), and stated ambitions.
  • • Strategic Repositioning: Identifying opportunities for a bolder, more distinctive brand identity that emphasizes its unique selling propositions.
  • • Creative Development: Designing multiple distinct visual redesign concepts for the product packaging, focusing on striking recognizability and modern aesthetics. I also conceptualized a refreshed communication strategy using a confident, factual, and humor-infused tone to highlight Clutch's superiority.
  • • Proactive Proposal: Compiling these ideas into a detailed proposal aimed at Clutch's founders.

Skills & Tools Utilized

  • persona development Persona Development
  • product design Product Design
  • concept and branding strategy Concept & Branding Strategy
  • creative marketing Creative Marketing
  • Market Research Market Research
  • Figma Figma
  • Adobe Photoshop Adobe Photoshop

Project Outcome

The project resulted in a comprehensive proposal package demonstrating a tangible vision for Clutch's brand evolution. Key deliverables included:


  • • Multiple distinct product can design concepts and variations.
  • • Conceptual static and narrative advertisement examples.
  • • A strategic brief outlining the rationale for the proposed changes and a communication strategy.

This initiative highlights my passion for branding, proactive problem-solving, strategic thinking, and visual design capabilities applied to a real-world product I admire. It showcases my ability to identify market opportunities and translate them into actionable creative concepts aimed at significantly boosting brand presence and consumer engagement.

Additional project image 3 for Product Re-design

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