MUSCLETECH has always led in sport and performance nutrition since its early beginnings in the garage of a young bodybuilder. Over its twenty-year history, the brand has evolved through several iterations to remain relevant. In our latest refresh, we amplified the high-tech perception of the brand by introducing a signature design element—an abstract metal ribbing inspired by the sinews of real muscle. This concept is paired with a modern typographic treatment and cohesively applied across social, digital, and an earthy testimonial campaign that bookends the launch.