Groove Sports Nutrition

Everybody wants to feel good. Everybody wants to be happy. And the truth is, everybody needs help. In a category filled with saviors, we could use a buddy.

Everyday people deserve joy every day

Our clients came to us armed with a successful history of making sports nutrition supplements—the kind for power-lifting gym gorillas with the goal of making it onto a poster. But what about everybody else? What about the everyday people in the everyday world with the goal of just making it through their every day?

Making bodies happy

The same clients who conquered the gym were ready to take on the world: everyday nutritional fitness for everyday people. Supplements that taste legitimately great (instead of like cough syrup) and have legitimately positive effects (instead of like multi-nothing capsules). Instead of making bodies ripped, what if we could make bodies happy?

Creative at work

We named the brand Groove, because everybody has one—whatever moves you, as long as it makes you move. We photographed and filmed real people doing their real things, which populated the website and social, and we designed playful packaging that’s the welcoming opposite of semi-threatening hardcore sports supplements.