Be Amazing has revealed a fresh new look, partnering with the creative agency Zero to revamp its brand identity and packaging. The redesign covers over 40 products across nine categories, from protein powders to the newly launched ready-to-drink super greens. The goal was to give the brand a modern edge while holding on to the elements that helped define it. This balance of honoring the past while embracing the future comes through the updated logo, typography, and overall design.
The new logo is a big shift from the old one. Previously, the design featured bold, geometric lines with sharp edges, creating a segmented look within the word “BEAM.” The words “BE” and “AMAZING” were built into the letter structure, which, while sleek, felt a bit dense and tough to read, especially at smaller sizes. The black-and-white color palette added to the minimalist vibe but lacked the warmth and approachability the brand wanted to convey.
Now, the logo feels softer and more inviting. The brand name is stylized as “be:amazing,” with a standout colon separating the words. Instead of simple dots, the colon comprises two diamond shapes, becoming a key design element that symbolizes connection, growth, and continuity. The diamonds hint at transformation—a big part of Be Amazing’s story—while adding a simple, memorable detail that works well across different packaging and media.
A rounded, sans-serif font has replaced the sharp, angular letters of the old logo with smooth, flowing lines. This change shifts the vibe from rigid and technical to friendly and approachable, which matches the brand’s focus on positivity and personal growth. The new typeface is easier to read on a product label or a phone screen while still looking clean and modern.
The previous black-and-white scheme had a minimalist feel but didn’t connect on an emotional level. The new colors are brighter, bolder, and more energetic—perfect for a brand that inspires people to live their best lives. These vibrant shades make the products stand out on shelves, giving the brand more marketing and digital content flexibility.
The packaging reflects these changes, too. Zero designed a flexible system that keeps things consistent across all product lines while showing each category its unique style. The packaging features clean layouts, bold fonts, and smart pops of color to help differentiate between products. That diamond-shaped colon from the logo subtly appears on the packaging, tying everything together visually.
Zero ensured the new design was flexible and easy to use so the brand could grow without feeling tied down. They created clear guidelines for logo placement, typography, color use, and layouts, making it simple for the Be Amazing team to apply the new look across all platforms without losing its impact.
