Building the brand

The South African supplement industry is characterised by intense competition between numerous home-grown brands and various products from international manufacturers, offering consumers a broad range of options across formulations, flavours and price points.

The success of any new supplement brand trying to break into this highly competitive market relies heavily on its ability to craft a compelling narrative and attractive value proposition to differentiate itself from the established industry players and entice notoriously brand-loyal customers to trial and embrace its products.

After launching in 2017, Primal Sports Nutrition approached Io Media to help the brand redefine their brand image and position themselves as a premium yet affordable choice for consumers in the burgeoning sports supplement market.

Primal Sports Nutrition - Building The Brand
Primal Sports Nutrition - Market Penetration

Market penetration

The first phase of the comprehensive sales and marketing campaign entailed boosting Primal Sports Nutrition’s share of voice. Io Media leveraged its extensive experience in health and fitness content generation to produce insightful and informative blog articles to help current and potential customers achieve their health and fitness goals.

Io Media also took over social media management and public relations roles on behalf of the brand, organically building a community across multiple platforms including Instagram, Facebook and X (formerly Twitter).

Io Media developed the content strategy, sharing relevant posts and impactful imagery to boost the brand’s online presence and drive engagement. Io Media also handled online community management for the brand.

Primal Sports Nutrition - Market Penetration
SOME REAL STATS
0%
Peak Increase In Daily User Activity

*All Channels Mar 23′ – May 24′.

0%
Increase In Newsletter Subscribers

*MailChimp statistics Mar 23′ – May 24′.

0%
Increase In Social Media Engagement

*Meta statistics for 2024.

0%
Increase In Products Sold

*Sales data Mar 23′ – May 24′.

SOME EPIC DESIGNS
Primal Branding Reforged
Primal Rebrand - Overhaul of Brand Logo / Packshots
Primal Packshot Renders - Packaging Design
Primal Magazine Inserts - Rebrand
Primal 8-Week Muscle Building Campaign
Primal Enjoy The Break - Happy Easter 2024
Primal Father's Day - Thanks Dad
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Consolidating the brand presence

The second phase of the campaign entailed rebranding of the Primal Sports Nutrition brand and range, updating and refreshing its look and feel to appeal to a broader, more discerning audience and clearly communicate the brand’s commitment to quality.

The goal was to create a brand image that relates to the gym-going target market, highlighting the premium nature of the products that do not compromise on affordability.

Consolidating the Brand Presence
Brand Identity Refinement

Brand identity refinement

Io Media analysed Primal Sports Nutrition’s existing brand identity and identified areas for improvement. A refined colour palette, sophisticated typography, and a modernised logo were introduced to convey a sense of premium quality.

Every product in the Primal Sports Nutrition range underwent a stunning visual transformation with new renders. Io Media crafted high-quality images to showcase the premium ingredients contained in each product and reinforce the brand’s commitment to excellence, efficacy and value for money. Io Media revamped the brand’s digital presence by redesigning the website to reflect the new aesthetic and improve the user experience (UX).

Io Media developed engaging visuals and persuasive and engaging content to guide customers seamlessly through the product range and drive purchases, either online via the website or in-store at Dis-Chem Pharmacies.

Brand Identity Refinement
HIGH QUALITY VIDEO CONTENT
Primal Sports Nutrition is dedicated to producing scientifically formulated, lab tested products of the highest possible standard. Primal’s extensive quality assurance program includes on going monitoring of raw materials and final product, with testing done by SANAS accredited laboratories. This ensures each product is of the highest standard and lives up to the Primal quality guarantee. Based on this solid foundation we can be confident that we are providing products that support athletes and those who demand nothing less than peak performance. Io Media Agency developed a comprehensive rebranding and content marketing strategy to help Primal Sports Nutrition capture greater market share and usher in a new era for the latest entrant into the mature South African supplement industry.

Primal Sports Nutrition is dedicated to producing scientifically formulated, lab tested products of the highest possible standard. Primal’s extensive quality assurance program includes on going monitoring of raw materials and final product, with testing done by SANAS accredited laboratories. This ensures each product is of the highest standard and lives up to the Primal quality guarantee. Based on this solid foundation we can be confident that we are providing products that support athletes and those who demand nothing less than peak performance.

Io Media Agency developed a comprehensive rebranding and content marketing strategy to help Primal Sports Nutrition capture greater market share and usher in a new era for the latest entrant into the mature South African supplement industry.

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS5EMEEwRUY5M0RDRTU3NDJC

Io Media takes Primal from challenger brand to supplement industry contender

11 views

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations. Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #productvideos

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations.

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #productvideos

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS5GNjNDRDREMDQxOThCMDQ2

Primal Sports Nutrition Supplement Product Video

37 views

Ever wanted to start your fitness journey but don’t know how to? We create visually appealing content to help promote your campaign on all social media platforms #shorts #contentcreation #fitness

Ever wanted to start your fitness journey but don’t know how to?

We create visually appealing content to help promote your campaign on all social media platforms

#shorts #contentcreation #fitness

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS45NDk1REZENzhEMzU5MDQz

Primal Sports Nutrition | Fitness Tips For a Beginner

25 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #brandmarketing

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #brandmarketing

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS5DQUNERDQ2NkIzRUQxNTY1

Io Media Agency Elevating brand presence | Fitness Motivation

77 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #lowerbodyworkout #fitness

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #lowerbodyworkout #fitness

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS41MjE1MkI0OTQ2QzJGNzNG

Primal Sports Nutrition Ambassador | Lower Body Workout

470 views

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations. Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #productvideos

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations.

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #productvideos

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS41MzJCQjBCNDIyRkJDN0VD

Primal Sports Nutrition Supplement Product Video

15 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. If you need creative to motivate, we do it all #shorts #fitness #motiovationvideo

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

If you need creative to motivate, we do it all

#shorts #fitness #motiovationvideo

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS4xMkVGQjNCMUM1N0RFNEUx

Primal Sports Nutrition Ambassador Workout Motivation

355 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #upperbodyworkout

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #upperbodyworkout

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS4wOTA3OTZBNzVEMTUzOTMy

Primal Sports Nutrition Ambassador Upper Body Workout #motivation

133 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. With a wide range of sport supplements, they approached us to create a visually appealing video creative to highlight their smart snack range. #shorts #snacks #fitness

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

With a wide range of sport supplements, they approached us to create a visually appealing video creative to highlight their smart snack range.

#shorts #snacks #fitness

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS4yODlGNEE0NkRGMEEzMEQy

Smart Snacks | Primal Sports Nutrition Protein Chips

260 views

@iomediaagency
Primal Sports Nutrition is dedicated to producing scientifically formulated, lab tested products of the highest possible standard. Primal’s extensive quality assurance program includes on going monitoring of raw materials and final product, with testing done by SANAS accredited laboratories. This ensures each product is of the highest standard and lives up to the Primal quality guarantee. Based on this solid foundation we can be confident that we are providing products that support athletes and those who demand nothing less than peak performance. Io Media Agency developed a comprehensive rebranding and content marketing strategy to help Primal Sports Nutrition capture greater market share and usher in a new era for the latest entrant into the mature South African supplement industry.

Primal Sports Nutrition is dedicated to producing scientifically formulated, lab tested products of the highest possible standard. Primal’s extensive quality assurance program includes on going monitoring of raw materials and final product, with testing done by SANAS accredited laboratories. This ensures each product is of the highest standard and lives up to the Primal quality guarantee. Based on this solid foundation we can be confident that we are providing products that support athletes and those who demand nothing less than peak performance.

Io Media Agency developed a comprehensive rebranding and content marketing strategy to help Primal Sports Nutrition capture greater market share and usher in a new era for the latest entrant into the mature South African supplement industry.

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS5EMEEwRUY5M0RDRTU3NDJC

Io Media takes Primal from challenger brand to supplement industry contender

11 views

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations. Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #productvideos

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations.

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #productvideos

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS5GNjNDRDREMDQxOThCMDQ2

Primal Sports Nutrition Supplement Product Video

37 views

Ever wanted to start your fitness journey but don’t know how to? We create visually appealing content to help promote your campaign on all social media platforms #shorts #contentcreation #fitness

Ever wanted to start your fitness journey but don’t know how to?

We create visually appealing content to help promote your campaign on all social media platforms

#shorts #contentcreation #fitness

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS45NDk1REZENzhEMzU5MDQz

Primal Sports Nutrition | Fitness Tips For a Beginner

25 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #brandmarketing

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #brandmarketing

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS5DQUNERDQ2NkIzRUQxNTY1

Io Media Agency Elevating brand presence | Fitness Motivation

77 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #lowerbodyworkout #fitness

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #lowerbodyworkout #fitness

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS41MjE1MkI0OTQ2QzJGNzNG

Primal Sports Nutrition Ambassador | Lower Body Workout

470 views

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations. Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #productvideos

The success of a brand relies heavily on it's packaging and marketing. We create visually appealing supplement product videos and animations.

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #productvideos

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS41MzJCQjBCNDIyRkJDN0VD

Primal Sports Nutrition Supplement Product Video

15 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. If you need creative to motivate, we do it all #shorts #fitness #motiovationvideo

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

If you need creative to motivate, we do it all

#shorts #fitness #motiovationvideo

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS4xMkVGQjNCMUM1N0RFNEUx

Primal Sports Nutrition Ambassador Workout Motivation

355 views

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance. #shorts #fitness #upperbodyworkout

Our client Primal Sports Nutrition is dedicated to providing products and advice that support athletes and those who demand nothing less than peak performance.

#shorts #fitness #upperbodyworkout

YouTube Video UExCS2ZjX2tMbWJpbWtnNWNzZk5MckFlcC1kbExsSkhBRS4wOTA3OTZBNzVEMTUzOTMy

Primal Sports Nutrition Ambassador Upper Body Workout #motivation

133 views

@iomediaagency
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Driving audience growth

Io Media crafted a compelling narrative around Primal Sports Nutrition both online and in print media, emphasising its dedication to providing premium nutritional products at affordable prices. Engaging content, including blog posts and social media updates, and magazine adverts designed by Io Media for Dis-Chem’s in-house publications Benefits and Living Fit magazines highlighted the brand’s values, quality assurance, and commitment to customer satisfaction while prompting consumers to visit the website.

Io Media used the increased web traffic to organically build a customer database that it now leverages with weekly newsletters that share online content to boost engagement and special product offers to subscribers. By leveraging this online funnel, Io Media has delivered a 45.4% increase in email newsletter subscriber numbers since March 2023.

Targeted integrated campaigns to drive web traffic combined regular content updates with email campaigns, paid and organic social media seeding and print advertising, helping to exponentially increase new daily active user activity, which peaked at 3000% in July 2023 compared to the same period in the previous year. The activity has also spiked social media community growth and engagement, with total reach on Facebook surging over 2100% in 2024, with Instagram followers rising 116%.

Primal Newsletter Audience Growth
Reshaping Consumer Perceptions

Onward to the next phase of growth

After successfully establishing Primal Sports Nutrition as a challenger brand in the highly competitive local supplement sector, Io Media has helped reshape consumer perceptions to establish it as a premium brand, building confidence in product quality and palatability without compromising on its compelling affordability value proposition.

The target market has responded positively to the rebrand, with customers expressing satisfaction with the new look and feel of the Primal Sports Nutrition brand and products. Product sales have subsequently increased by 80% between March 2023 and April 2024.

The rebranding initiative not only transformed the brand visually but also strengthened its connection with the target audience. Primal Sports Nutrition is now poised for sustained growth in the competitive sports nutrition landscape, thanks to the collaborative efforts of Io Media Agency.

Reshaping Consumer Perceptions