GNC and DD Beverage & Nutrition partnered with Groundwork to create Iron Kingdom Alkaline Water for GNC stores.

Project Objective

Create a health-conscious brand and product offering with a stylish, premium feel to expand Iron Kingdom's product line.

Ideal Customer

Young professionals leading health focused, but work-comes-first lifestyles, fulfilled by outdoing their friends, and attracted to a crisp, clean aesthetic.

Services Provided

Brand Strategy

Brand Identity Design

Packaging Design

Branded Materials

Strategy & Direction

Groundwork helped Iron Kingdom identify and define their ideal customer. We used mood boards to illustrate their perfect customer's vibe and give the project visual direction and unique style.

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The Brand

Groundwork partnered with Iron Kingdom to create an updated visual style for the IKAW brand. We wanted the new look to incorporate matte black, feel premium, and present as a logical extension of the larger Iron Kingdom product line.

Branded Materials

Groundwork applied the IKAW brand identity to promotional materials, marketing assets, and more.

Product Packaging

Our most important goal for the project was to design a product offering Iron Kingom's ideal customers can't resist. Packaging concepts took shape around that goal.