2before's initial branding had its origins in the concept of an occasion – "before." However, what we truly needed was to communicate the purpose behind the use of a pre-workout: to "2be Fitter, 2be Faster, 2be Stronger." This encapsulates precisely what 2before offers: a competitive edge in performance.
The mantra "2be Fitter, Faster, Stronger" emerged as the driving force behind all new initiatives, guiding every step in the transformation of our website, packaging, and photography.
Below, we present examples that illustrate the brand's evolution and its fresh visual journey, all centered on catering to the core consumer base in the United States.
Photography Kristian Frires
It was key for 2before consumers understood the benefits of the product as soon as they landed on the website. We kept it front and centre. Fast moving video to understand the proposition and problem it was solving and then from there flow the rest of the science and product benefits.