BULK Nutrition: Packaging
Bulk was on a journey to evolve its packaging. Its graphic design had fallen behind competitors - struggling for legibility across digital shopping channels and lacking standout on shelf. The existing system also constrained innovation; new product launches frequently broke the design structure due to limited flexibility and the absence of a clear visual philosophy.
We were tasked with creating a new packaging system that improved performance across marketing channels - delivering clearer, more impactful pack graphics while building a cohesive design framework to strengthen brand recognition.
Approach:
Bulk’s products are among the best in the market. High-quality ingredients and effective dosing mean customers genuinely benefit from choosing Bulk. To communicate this advantage, we went back to fundamentals — focusing on the building blocks of performance nutrition.
The result was the “Nutritional Stack”: a flexible graphic device used across packaging and communications to articulate product benefits and reinforce the value of choosing Bulk. We developed a structured graphic framework, known as “Panels,” to organise content across packaging and marketing materials. The system acts as a visual metaphor for the brand’s core values: Quality. Performance. Experience.
The Panels system extends seamlessly across channels, creating a consistent and recognisable architecture for consumers. This cohesion builds trust, strengthens recognition, and supports long-term brand loyalty - ultimately lowering CPA over time.
Cost effective Ecom production
o complement the new packaging system, Bulk needed a cost-effective, high-quality way to showcase flavour across more than 1,500 products.
We developed a suite of Midjourney prompts that enabled the internal team to generate distinctive flavour imagery at scale. By integrating this with Bulk’s existing workflows, designers could seamlessly combine the visuals with packaging renders. The result was a consistent, premium flavour descriptor system - delivered at low cost — designed for use across Bulk’s website and performance marketing channels.
To support a single, efficient launch of the new packaging, Bulk also required a scalable render solution.
Rather than producing hundreds of individual renders, we created one adaptable clay base render, built with a Photoshop smart object mapped within a masked template. This single master render could be updated dynamically and applied across approximately 800 SKUs.
The outcome significantly improved workflow efficiency for the artwork team and reduced long-term render production costs, while maintaining visual consistency at scale.
