THE CONCEPT
Marmite has always been bold—but what if that boldness could energise an entirely new generation? PowerMi transforms Marmite’s polarizing flavour into a vibrant lifestyle brand. It’s no longer just a spread—it’s a source of vitality, movement, and power.
INSPIRATION & THINKING
The rebrand draws inspiration from:
Vitality and energy — reflected in the sunburst patterns and dynamic body motion of the figures.
Youthful optimism — expressed through the bright mustard yellow and punchy greens.
Playfulness and motion — with the curved “PowerMi” typography flowing around active bodies.
This isn’t just a visual refresh—it’s a movement. One that positions Marmite as a fuel for active, expressive living.
TYPOGRAPHY & VISUAL LANGUAGE
Custom Wordmark: A rounded, contemporary sans-serif gives PowerMi a confident yet friendly tone.
Motion Typography: Letters spin and bounce off the grid, echoing energy and freedom.
Icons & Marks: Sun rays, waves, and energy lines reinforce the product’s “vitality” message across all touchpoints.
SWEET SPOT
The idea that made it all click?
"Your ultimate source of vitality."
This tagline grounds the campaign.
It’s not just tasty—it’s empowering. It turns a divisive spread into a product you aspire to use.
Key Deliverables
• Dynamic subway ad series and campaign visuals
• Packaging redesign featuring bold colours and iconography
• Typography in motion—literally!
• Illustration system expressing movement and energy
IMPACT
The rebrand makes Marmite accessible to new audiences while preserving its strong character. It reframes the product as a vibrant lifestyle essential, rather than just a quirky condiment. It’s PowerMi—and it’s made to move you.
