QNT, a global leader in supplements, faced a challenge as their portfolio grew increasingly cluttered. To address this, we built a brand that embodies the persona of a smart nutrition coach—one that motivates and guides users on their health journey.

At the core of the rebrand is an icon and wordmark inspired by the universal ‘on’ symbol, signaling activation and energy. We designed a modular system based on the three macronutrients, represented by three quadrants, with QNT supplements filling the missing piece. Each product within the portfolio has a unique composition, formed by these concentric arches, creating a distinct identity for every range: Metapure, Move and Liife.

This cohesive design system ties together QNT’s diverse offerings, providing clarity and strength across the brand, while still highlighting the uniqueness of each product line.

“The new brand identity was designed to create a more inclusive framework that did away with the blatant machismo associated with the category, while still being true to its own heritage. We reduced the portfolio of 20 brands to a clear brand architecture of 3 distinct product categories” - Sebastien Greffe, Creative Director at WWM