What is Building Blocks?

Building Blocks is a high-protein fitness snack crafted for active individuals who want to fuel their goals with something both functional and flavorful. Whether you’re craving something sweet or savory, these portioned cubes deliver clean, purposeful nutrition without sacrificing taste. Inspired by the concept of “bodybuilding,” every part of the brand—from the name to the product’s cube-shaped form—reinforces the idea bodybuilding. It’s more than just a snack—it’s the snack that builds you.

Purpose of the Product

Building Blocks was created for consumers who want their snacks to do something. It’s not a casual treat—it’s a functional tool that aligns with active lifestyles and intentional wellness routines.

Why Purposeful? Because Millennials Crave Meaning

Out of the six defined millennial mindsets—Purposeful, Trust, Self, Innovation, Accessibility, and Social Circle—I was assigned Purposeful, which guided the entire strategy. Millennials are the biggest snackers, but they want more than flavor. They want value. They want function.

Building Blocks directly addresses this:

• Clear purpose per product (muscle recovery, cardio fuel, etc.)

• Packaging that informs, not just decorates

• Brand voice that communicates function and motivation

Brand Color Palette

Each product variant uses a distinct flavor-coded accent color (Recovery, Strength, Cardio), while the core brand uses bold black and white for impact and clarity.

Brand Typography

Typefaces were chosen for impact and legibility. Headlines use a squared, heavy sans-serif to communicate structure and energy. Supporting text is clean and minimal.

Logo Concept

A modular logotype inspired by the shape of both a snack cube and a dumbbell—visually connecting the product’s form with its purpose: supporting strength and bodybuilding.

Packaging Design

Packaging is stackable and modular—just like blocks. Designed for portability, clarity, and shelf impact. Side panels include functional messaging and nutrition facts that educate, not overwhelm.

Product Design & Flavor Concepting

Each Building Block was designed not just for taste, but to visually and structurally reflect its purpose. Texture, color, and interior layers were considered to reinforce the snack’s functionality and flavor category.

Modular Form

The cube shape mirrors the “building block” metaphor behind the brand. It also allows for easy stackability, portion control, and visual recognition across flavors.