Elite Supplements – Brand Evolution & Ecosystem Expansion
Elite Supplements is one of Australia's most recognised sports nutrition retailers, with decades of brand equity and a loyal customer base. The challenge was to modernise the brand for a new generation of performance-focused consumers while respecting the heritage that had built trust within the category.
A key consideration throughout the project was maintaining recognition. The business owner was intentionally cautious about changing the logo, recognising the value of its established presence in the market. As a result, the identity work focused on refinement rather than reinvention. Subtle updates were made to improve legibility, modernise the visual language, and create greater consistency across digital and physical touchpoints while preserving the brand's familiar equity.
Research into the category revealed a shift in how the next generation of customers engage with performance brands: they weren't just buying supplements, they were looking for a community and a philosophy to train within — something closer to a lifestyle brand than a retailer. That insight reframed the brief, from updating a store identity to building the foundations of a performance ecosystem.
The broader strategy centred on evolving Elite from a supplement retailer into a performance lifestyle brand. Rather than focusing solely on products, the new brand system was designed to support a wider ecosystem spanning training, community, education, events, and digital experiences.
A flexible visual system was developed using energetic gradients, motion-inspired textures, bold typography, and a scalable colour architecture that could extend across product categories, retail environments, social content, and community initiatives.
To demonstrate the future potential of the brand, the rollout expanded beyond traditional retail applications into a comprehensive performance ecosystem. This included a Go Beyond campaign platform, an enhanced product architecture, a personalised e-commerce experience, a digital performance hub, community-led initiatives such as Elite Run Club, retail activations, influencer partnerships, and content-led education programs.
The new brand system has since rolled out across 150+ stores in 4 countries, giving Elite a consistent, scalable identity that flexes across retail, digital, and community touchpoints — while preserving the recognition and trust that built the brand in the first place.
