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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

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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.

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Branded Materials

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

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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.

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Project Results & Impact

GNC loved the results of the project, and Iron Kingdom Alkaline Water is coming to GNC stores this fall!

Because this project is fresh and ongoing, check back for an update after the product launches.

Thanks for stopping by!

Thank you to:

DD Beverage & Nutrition and GNC for their trust and commitment.

Photo Credits

Isabell Winter

Martin Pechy

Michael Oxendine

Alexandru Acea

Ole Witt

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Because brands that people love grow from the ground up.

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