The Protein Scoop Case Study — Brand Identity & Logo Design

The Protein Scoop is a brand concept built around a very specific audience: middle-aged lifters who take their training seriously but don’t take themselves too seriously. Instead of chasing the hyper-aggressive, overly polished supplement aesthetic, this identity leans into personality. It’s bold, slightly tongue-in-cheek, and confident — reflecting the discipline, humor, and earned strength that comes with years under the bar.

A locally owned, college-run lawncare service focused on showing up, moving fast, and leaving every yard looking sharp. We believe good lawn care is simple: clean lines, consistent service, and pride in the work.

That same mindset guided the identity—using bold angles, forward motion, and a minimal mark to reflect efficiency, reliability, and momentum. The result is a brand that looks the way the work feels: focused, modern, and built to move.

The visual direction centers around a strong, character-driven mark paired with sturdy, no-nonsense typography. The goal was to create something that feels powerful without feeling intimidating. The mascot adds memorability and approachability, while the structure of the logo system keeps it grounded and versatile across packaging, apparel, and digital use.

At its core, this project is about understanding who the product is for and designing accordingly. Protein Scoop isn’t trying to appeal to everyone in the fitness industry — it’s speaking directly to experienced lifters who value consistency, grit, and community. The result is a brand that feels distinct, self-aware, and built with intention rather than trend.

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David Suarez-Guzman