Founded in 2017, More Nutrition quickly became the go-to provider for healthy weight-management nutrition in Germany. As part of The Quality Group, which also includes the all-vegan label Foodist and high-performance supplement provider ESN, More Nutrition has established itself as a leading force in the health food market. However, as the company expanded its product offerings over the years—introducing high-protein foods, low-sugar alternatives, and beauty supplements—it recognized the need for a cohesive brand identity to unify its diverse range of products. The rebrand aims to challenge the perception of ‘healthy’ food as bland and unappealing, instead celebrating the joy of eating and the positive impact it can have on our lives.
A New Identity Built on Celebration, Not Subtraction
To craft their new identity, More Nutrition enlisted the expertise of Leeds-based creative agency Robot Food, known for their successful rebranding of sister brand ESN in 2024. Together, they set out to create a fresh visual and verbal identity that would resonate with consumers and transform their perceptions of healthy eating. Traditionally, food products aimed at weight loss have relied on a narrative of subtraction—promoting reduced calories, less fat, and the elimination of ‘bad’ foods. This approach not only de-emphasizes the joy of eating but often results in bland, uninspiring packaging that fails to attract consumers. More Nutrition sought to turn this narrative on its head, replacing the concept of subtraction with celebration—highlighting the joy of healthier living, the abundance of choices, and the pleasure of eating well. The new brand identity is rooted in the belief that ‘food is not an enemy—bad diets are.’ This progressive positioning invites consumers to embrace healthier options without sacrificing joy or satisfaction. By focusing on vibrant flavors, enjoyable experiences, and the transformational power of their products, More Nutrition aims to redefine the relationship between individuals and their food choices.
Designing a Joyful Identity
The rebranding process began with a bold new visual identity that sets More Nutrition apart in a crowded market. Robot Food’s Creative director Martin Widdowfield emphasized the importance of an expressive wordmark, with the distinctive ‘M’ serving as a visual anchor throughout the branding. The use of vibrant colors invigorates the packaging, providing a stark contrast to the dull tones typically associated with health foods. This colorful approach not only enhances visual appeal but also aids consumers in navigating the extensive product range. The messaging surrounding the brand has also undergone a transformation. Robot Food’s Senior copywriter Lizzie de Jong describes the brand’s tone as energizing, reassuring, and empowering. More Nutrition acts as a cheerleader for consumers seeking nourishment, freedom, and confidence in their dietary choices. By celebrating individual journeys and the pleasure derived from food, the brand fosters a positive, inclusive atmosphere that encourages self-expression.
Capturing the Essence of Flavor
Photography plays a crucial role in the new identity, showcasing the products in a way that highlights their taste appeal and versatility. Account director Libby Goodyear explains that the collaboration with the More team focused on capturing the vibrancy and joy of the food itself, which had been lacking in previous designs. The aim was to present More Nutrition’s offerings not merely as functional weight-management solutions but as indulgent, desirable foods that invite celebration.
Christian Wolf, founder of More Nutrition, encapsulates the brand’s ethos, “More represents the love and joy found in food while also loving your body and being proud of it.” The new design embodies these core values, ensuring that consumers not only enjoy their food but also feel great about their choices and overall health.
A Bright Future for More Nutrition
More Nutrition’s vibrant rebrand is not just about selling products. It promotes a movement towards joyful eating that celebrates health in all its forms. The collaboration with Robot Food has resulted in a fresh identity that resonates with consumers and distinguishes the brand in a competitive market. More Nutrition continues to innovate and expand its offerings. It invites everyone to rediscover the joy of food one delicious bite at a time.
