BIMBO PROTEIN+

The Challenge

Working in close partnership with their global marketing team, our challenge was to create a unified protein platform that could work across brands, products and markets. It needed to make protein relevant to a broader audience, moving beyond specialist fitness cues and into the routines of people looking to eat better, feel fuller and make smarter everyday choices.

The system also had to balance global consistency with local relevance, retaining the flexibility to adapt across markets, formats and regulatory environments.

The Bright Idea

The daily upgrade to help you reach your protein goals.

Our strategy reframed protein as something simple and achievable. Not a radical lifestyle change. Not something reserved for athletes. Just an easy way to make the food already part of your routine work a little harder.

That thinking became Protein+.

Simple, direct and built to stretch, the name puts the benefit front and center while the plus gives the brand a bigger idea to own. It represents the added boost within the everyday, creating a distinctive shorthand that can travel across products, communications and markets.

The positioning was built around progress without compromise: familiar food, enhanced with protein, helping consumers move toward their wellness goals without asking them to change the way they live.

Brilliant Execution

We created a bold, energetic identity designed to feel equally at home in modern wellness and everyday bakery.

The Protein+ wordmark uses an approachable lowercase type style with intentionally imperfect edges, complemented by a grain detail that connects the identity back to its natural protein sources. The custom plus symbol became a central brand asset in its own right, giving Protein+ a recognizable shorthand for the added benefit at the heart of the proposition.

That idea extends into a complete visual language inspired by the cereals and legumes behind the plant based protein story. Simple grain inspired forms overlap, connect and move across the system, housing messaging, framing products and evolving into a broader family of graphic icons.

The color palette balances naturalness with strength. Vibrant greens cue freshness and wellness, black brings functional credibility, while electric yellow lime adds energy and makes the Protein+ benefit unmistakable.

We then brought the system to life across packaging, creating a clear hierarchy around the Protein+ identity and protein content, while building the flexibility needed for different products, claims and formats. Finally, we codified the platform into a global brand toolkit, giving Grupo Bimbo and its local market teams the principles and assets needed to take Protein+ forward consistently at scale.

The Result

A nutritional claim became a brand.

Protein+ is now live in stores in Europe, Central & South America, giving Grupo Bimbo a distinctive platform for bringing protein into everyday eating with greater clarity, relevance and impact.

More importantly, the work created a system built for what comes next. One idea, one recognizable identity and one flexible global toolkit, designed to stretch across categories and markets while staying true to a simple proposition: making better everyday choices easier.