Tony Ferguson is a well-established meal replacement brand offering shakes designed for weight management and everyday nutrition. The range includes Classic, High Protein and Plant-Based options, providing balanced formulas with protein, fibre, vitamins and minerals. The products are positioned as convenient, low-calorie solutions that support weight loss, satiety and muscle maintenance as part of a healthier lifestyle.
The task was to create three refreshed packaging concepts for Tony Ferguson shakes to be tested in research groups. The work focused on the Classic Shakes range, including both the outer box and individual sachets. While the wider brand evolution was planned for a later stage, these packs needed to establish the future look and feel for the entire portfolio, including digital, retail and point-of-sale applications.
Key requirements included modernising the colour palette while retaining recognisable pink and black cues, evolving the logo and typography, simplifying the layout and injecting more personality into the tone of voice. The design needed to feel confident, contemporary and clear, without overcomplicating the category.
We developed a clean and minimal packaging system that brought clarity and structure to the range. The refreshed logo was refined to feel more modern and balanced, while maintaining brand recognition. Colour was used with restraint, keeping familiar tones but applying them in a more confident and controlled way. Typography was simplified and sharpened to improve legibility and shelf presence.
The overall design introduced a stronger sense of attitude without losing approachability. Each pack communicates function quickly and clearly, making it easier for shoppers to understand the product and its benefits at a glance. Created as part of a collaboration with VMLY&R Brisbane, the work provided a solid foundation for future brand rollout across packaging, marketing and digital touchpoints.
