MyProtein Kitchen
FITNESS MEETS WELLNESS
Reinforcing their online success, MyProtein sought to take things to the next level with their first foray into physical, community driven retail.
Idea
Insight & Strategy
Guided by research into the brand, targeted micro trends, wider macro trends, and societal ripples, we identified the drivers that would strategically guide our creative stages. This involved identifying MyProtein as a challenger lifestyle brand, championing health intentions and reframing protein as essential, accessible nutrition rather than an exclusive, masculine-leaning sports fuel.
In addition to distinguishing the key consumer tribes and their respective interests, we outlined the key trends and emerging activity that has been defining the new-wellness movement, ensuring we sustained MyProtein as a wellness luminary.
Creative Direction
AN ENVIRONMENT TO ENGAGE
In close partnership with MyProtein, we crafted a design concept that balances the robust language of a gym with the approachable comfort of a domestic kitchen, creating a unique and inviting brand experience. This hybrid visual strategy was meticulously woven into every facet of the space, with each fixture and touchpoint subtly echoing the dual inspirations. The protein products display was deliberately designed to mirror the structure of a gym lifting rack, serving as a clear visual anchor that grounds the space in MyProtein’s fitness heritage while blending seamlessly with the broader wellness aesthetic.
To effectively guide customers and showcase products, we established clear activity zoning throughout the store. This strategic layout ensured that each area served a distinct purpose, managing the visual and experiential stimuli to define its function.
The store’s core zones included:
- The MyProtein Kitchen: A dedicated space for customers to order healthy food and beverages.
- Retail Areas: Thoughtfully designed zones for browsing and purchasing core MyProtein products.
- The Community Space: Home to a central kitchen table, this area was specifically created to foster brand affinity through a dynamic program of events, product demonstrations, expert talks, and influencer meet-and-greets.
Beyond these primary zones, the space also incorporated brand collaboration areas, comfortable dwell zones for relaxation and conversation, and a striking neon-lit recycling station, empowering customers to engage and make a positive impact.
COMMUNICATING AND CONNECTING
An engaging environment demanded an equally compelling communication strategy. We developed a unique tone of voice for all in-store communications, blending Mancunian colloquialisms with MyProtein’s pragmatic and relatable brand identity. This distinctive voice was expertly applied to large-scale typographic messages featured prominently on windows and in key sightlines throughout the store.
To orient visitors, we introduced a graphic guide at the store entrance, mapping out the customer’s journey. The brand truly came to life within the community space, highlighted by a dedicated sticker wall where customers were encouraged to leave their mark. A monolithic brand anchor was also designed as a prime spot for shareable content across all channels, from Instagram and TikTok to an analogue Instax “guest list” wall, ensuring enduring in-store memories.
Realisation
The MyProtein Kitchen marked a significant brand milestone, deepening the connection between MyProtein and its community. By leveraging our deep understanding of the brand, the sector, and current societal trends, we translated MyProtein’s core values into a tangible, effective environment, primed to replicate its online achievements.
A testament to its success, the store has been warmly embraced by the local community and is now serving as a vibrant wellness hub. It proudly hosts local running clubs, acting as both their starting line and finish point, further solidifying its role as a community and wellness cornerstone.
Testimonial
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