Chapter 2

by BTL Brands Ltd

Bastien came to us with Wellness Direct, a start-up fitness and wellbeing venture based in the South of France. He wants to address the shortage of protein supplements that appeal to ‘ordinary people’ (not gym junkies) who want to take their next step in fitness and wellbeing. Driven by a belief that fitness belongs to all of us, Bastien wants to create a brand that challenges the elite nature of fitness, as well as the artificial, masculine personality of protein supplements.

Bastien talked about the company as Wellness Direct, but when he spoke about his own personal story and his mission, he instinctively split his journey so far into Chapter 1 and Chapter 2. The first chapter was opening a series of gyms near his hometown of Nîmes and the next chapter was his next step: going beyond the local gyms and expanding into nutrition and lifestyle. We noticed a parallel between Bastien and the people he is reaching out to; they are all looking to start a new chapter. At the end of the brand workshop (to kickstart the project) we told Bastien he already had a name for his new venture: Chapter 2.

We immersed ourselves in the world of protein. The industry is dominated by brands that promise to make you ‘ripped’ in record time. Big neon plastic tubs of protein cut with a cocktail of artificial sweeteners and flavours are the norm. It is highly masculine. The words and the visual language we use for Chapter 2 is a response to this intimidating world, it's simple, clean, natural, human and accessible.

Chapter 2 was created from the belief that the health and fitness industry should be accessible to everyone; we wanted the new visual identity to bring his democratic ethos to life. Abbreviating the name to...


Gold in Packaging Design 2018

Created by:

Design Director

Stuart Lewin

Design Company

BTL Brands Ltd


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Bastien Bouisset

Design Team

Stuart Lewin, Santeri Lohi, Eamon Shotton, Darnell Buckle


Entrant Companies

BTL Brands Ltd, GB


Wellness Direct - Chapter 2, FR

Individual Credits

Creative: Eamon Shotton, BTL Brands Ltd
Creative: Darnell Buckle, BTL Brands Ltd
Creative: Stuart Lewin, BTL Brands Ltd