The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Client: Ladder
Date: Dec 2018
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LeBron James, Arnold Schwarzenegger, Cindy Crawford, and Lindsay Vonn recently came together to launch Ladder, a health and wellness company providing direct-to-consumer protein powders and other supplements. The four founders joined the latest wave of celebrity entrepreneurs creating products they truly believe in, instead of just sponsoring other brands.

Ladder enlisted bi-coastal branding agency Frank Collective to develop the strategy, identity, packaging for the brand, including:

The ideology: Frank Collective developed the identity to convey that Ladder is not simply a celebrity endorsed brand, but carefully developed to answer the unique nutritional and performance needs of each athlete.

The name: The Ladder name and messaging is built on the concept of support, reflecting Ladder’s fresh approach to wellness by being inclusive and community driven.

The packaging: Frank Collective designed the packaging to reflect the accessibility of the brand, found in the easy-carry pouches of protein, and the straightforward language.

Frank Collective also ensured that the visual identity represented Ladder’s perspective on what health and fitness should be: transparent, simple, and accessible. The brand positioning and identity is about the moments before and after peak performance — because there is “no magic pill” or beast mode button.

Credits

Agency: Frank Collective

Brand: Ladder