Bold flavour, recharged for a new generation.
THE CHALLENGE
How can we transform Marmite—a famously divisive spread—into a lifestyle brand that resonates with younger, active audiences?
THE IDEA
PowerMi reimagines Marmite as more than a condiment.
It becomes a symbol of vitality, self-expression, and motion.
Fuel for movement.
Energy in a jar.
It becomes a symbol of vitality, self-expression, and motion.
Fuel for movement.
Energy in a jar.
VISUAL APPROACH
Graphic elements: sunbursts, energy lines, dynamic figures
Colour palette: vibrant mustard yellow and electric green, echoing freshness and optimism
Custom wordmark: flowing letterforms wrap around bodies in motion—bold yet friendly
TAGLINE
“Your ultimate source of vitality.”
Not just savoury—but empowering. From breakfast to branding.
Not just savoury—but empowering. From breakfast to branding.
OUTCOME
The rebrand reframes Marmite as an energetic lifestyle essential —
playful, expressive and built for a generation always on the move.
PowerMi makes boldness contagious.
