Premier Nutrition Team Photo

Premier Nutrition

Repositioning and innovating a $1B nutrition business

What We Did
  • Strategy
  • Design
  • Leadership Development

As a house of brands, including Joint Juice, Premier Protein, PowerBar, Dymatize and Supreme Protein, Premiere Nutrition had an incredibly strong foundation and was poised for growth. To set them on the right course, they wanted to find a larger reason for being—a unifying purpose that could sit behind each of their brands, inspire people, engage employees and ultimately set the stage for continued cross-channel growth and evolution. And that’s when they brought in Bulldog Drummond to help.


After a deep dive with their team to learn more about their past, their present, their portfolio and their future goals, we helped them uncover their purpose and develop a plan to make that purpose an integral part of everything they do. Inspired by their existing internal Fuel Values that inform how the company behaves, we landed on The Good Energy Company—a purpose that not only celebrates the positive effects of their products but also brings the brands together to help each individual brand shape its respective future, while also guiding future acquisitions. With the brand platform and purpose in place, we developed the new brand identity, refreshed the office interior and built a plan to bring the good energy to life in a roll-out of A Year Of Good Energy.


“Bulldog has been an engaged, passionate and pragmatic partner for the past two years. They helped us reframe and refresh our brand, and together we have built and operationalized a powerful platform that is helping to successfully drive our strategy, our culture, marketing and products. We see them as a valuable extension of our team.”

—Darcy Horn, CEO

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Premier Nutrition Brand Book
The Good Energy People

The Good Energy Company


The compelling and dimensional strategic brand foundation of Good Energy has guided business strategy, company focus, behaviors and innovation.

Premier Nutrition Website

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