Building Ísey’s position in protein
Consumer demand for protein-rich dairy products has grown rapidly in recent years, with many of the category’s largest players expanding into protein-focused ranges. For Ísey, the opportunity was not simply to follow the trend, but to build on the success of the existing brand while leveraging its established distribution and retail network to unlock further growth.
Before bringing Ísey Protein to market, it was essential to define where the brand should compete, who it should speak to and how it could create a distinct position within an increasingly competitive market. The ambition was not only to launch a new range, but to create a brand extension that could drive growth across existing channels while expanding Ísey’s presence within the category.
Together, we explored the category, consumer perceptions and growth opportunities to define a clear position for Ísey Protein within the wider portfolio. From shaping the brand architecture, communication platform and key claims to identifying the messages that would have the greatest impact, the goal was to create a strong foundation for launch and future growth.
That strategic groundwork informed everything that followed, from packaging design and photography to content production, launch communications and brand guidelines, ensuring a consistent brand experience across every customer touchpoint.
Ísey Protein first launched in France, building on the international success of the Ísey brand, which today reaches consumers across more than 20 markets. The project represents the next step in the continued development of a brand CO/PLUS has helped shape since its creation in 2016.
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