The new brand Qi² Sports Nutrition comprises high-quality nutritional supplements for fitness enthusiasts. The distinctive umbrella brand consists of three consistently encoded product lines, which address the various target groups directly. The packaging design is presented in a contemporary and purist manner with a clear hierarchy of information. The main design element of the new brand appearance is the colon: it introduces the product explanation and represents the brand values of comprehensibility, safety and trust. Thanks to the imagery used, the range is recognised as related to fitness at first sight.