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DILEMMA
Founders Tim Cortazzo and Kelsey Mase came to Frooishen with a simple idea: nutrition shouldn’t be so complicated.
Year
2023
Scope
Brand Strategy, Brand Platform, Visual Identity & Package Design
Timeline
6 months
Live project
Preview
As athletes, the founders understood the challenge many consumers face with finding a simple daily ritual to solve the nutrition dilemma. In response, they created a unique nutritional system that brings together ideal amounts of creatine, electrolytes and other key nutrients in one simple scoop, with seriously delicious flavors to make it something you’ll actually look forward to taking.
The product was simple. The category was anything but. The supplement aisle is crowded with complicated routines, big promises and a lot of information to sort through. This product needed to offer a different kind of voice, one that could make people feel confident about what they’re putting into their bodies without complicated research and routines.The opportunity was to create a brand that felt real, credible and refreshingly human for athletes, weekend warriors and anyone simply looking to feel and perform their best.
We started by getting to know the category from the inside out. Through a comprehensive brand audit, we explored the competitive landscape, consumer tensions, market trends, pricing, demographics and brand perceptions to understand where Dilemma could bring something genuinely different to the conversation.
While the brand was initially launching DTC, we also looked ahead to retail to make sure we were building a brand with room to grow.
Naming wasn't formally part of the engagement, but we couldn't resist getting involved.
We explored and debated a wide range of names before landing on Dilemma—a simple idea rooted in a very real part of everyday life: we already have enough decisions to make. What to take for our daily nutrition shouldn't be one of them.
It was an idea that gave the brand a little personality while capturing its purpose: taking the guesswork out of nutrition and making it easier to do the right thing for yourself, day after day.
It was an idea that gave the brand a little personality while capturing its purpose: taking the guesswork out of nutrition and making it easier to do the right thing for yourself, day after day.
With the strategy in place, we set out to create a brand that felt knowledgeable without feeling clinical, confident without feeling overly serious and approachable without losing credibility.
The visual identity brings a modern, grounded sensibility to a category that can often feel loud and overly technical. A contemporary color palette and bold typography create confidence and clarity, while pops of color bring energy and cue flavor.
A bold diagonal slash runs across the packaging, creating a distinctive visual signature and a subtle nod to the two sides of every dilemma.
The tone of voice follows the same philosophy. Helpful, not preachy. Smart, not showy. Credible, but still human. Dilemma knows its stuff, but it doesn't need to lecture you about it.
The result is a brand that feels like the knowledgeable friend who has done the research, knows what matters and is happy to make things a little easier.
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Dilemma debuts in August 2026, bringing a smarter, simpler and more human approach to everyday nutrition. Stay tuned for successes!
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