After several years of success and healthy growth apex felt it was time for them to shed their old skin and get dressed for business. They saw that although they were an athority in fitness education and well respected in their industry for high quallity functional food, they lacked recognition and appeal to the mainstream consumer market. To break into this sector they would have to overcome some of the fear and confusion that consumers have for the functional food genre in general while bringing an inticing brand image to face their market. This was particularly challenging because it wasn't something that was presently being addressed within their industry. I approched this project like I was designing sports equipment. The result was fantastic. Sales reps for Apex doubled their numbers the first week out.
