5LB — Rebranding of Russia’s Largest Sports Nutrition Retail Network
Client
5LB is a leading retail network in Russia specializing in sports nutrition, supplements and vitamins. Since 2009 the brand has focused on fitness-driven consumers. Today it operates 60+ stores nationwide and continues to expand.
5LB is a leading retail network in Russia specializing in sports nutrition, supplements and vitamins. Since 2009 the brand has focused on fitness-driven consumers. Today it operates 60+ stores nationwide and continues to expand.
Objectives
- Build a visual identity that positions 5LB as an expert brand supporting an active lifestyle with an ecological mindset.
- Transform the visual identity into a more positive, life-affirming system aligned with the company’s core values.
Additional strategic goals:
Shift brand positioning from “sports nutrition” to a broader “sports, health & beauty” proposition.
Visually communicate commitment to natural ingredients and sustainability.
Build a unified visual tone of voice across touchpoints.
Maintain visual continuity to preserve brand recognition through the transition.
Shift brand positioning from “sports nutrition” to a broader “sports, health & beauty” proposition.
Visually communicate commitment to natural ingredients and sustainability.
Build a unified visual tone of voice across touchpoints.
Maintain visual continuity to preserve brand recognition through the transition.
The core of the rebranding was simplification and emphasis — removing noise, highlighting meaning.
The existing slogan “Get to next level” was retained as a key brand asset familiar to target audiences and synergistic with the updated concept.
The existing slogan “Get to next level” was retained as a key brand asset familiar to target audiences and synergistic with the updated concept.
The new strategy centers on three pillars that define the brand’s expanded proposition: Sports · Health · Beauty — these became the main thematic anchors for product categories and communications.
Given the variety of formats and locations across 60+ retail environments, multiple branded entrance module options were developed for flexible implementation.
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Contacts
+7 926 539 23 82
ahmed@al-shurai.ru
Moscow, Rizhskiy Proezd 13
ahmed@al-shurai.ru
Moscow, Rizhskiy Proezd 13
