Grinds, originally known as a nicotine alternative, was ready to evolve into a mainstream energy brand. Movetic’s task was to reposition them as a high-performance lifestyle product while preserving their legacy. Through in-depth discovery, we uncovered a key insight—most consumers weren’t using Grinds to quit nicotine; they were using it for energy. This shift in perception guided the entire rebrand, from strategy to execution.

We developed a unified brand message that redefined Grinds as a healthier, more convenient alternative to energy drinks. The visual identity took on an “athletic aesthetic,” with bold typography, dynamic iconography, and an amplified logo for stronger shelf presence. Messaging leaned into endurance, focus, and flavor innovation—positioning Grinds as the go-to energy solution for everyone, from blue-collar workers to outdoor enthusiasts. We crafted a brand book, packaging refresh, and new digital assets to ensure consistency across retail and e-commerce.

Beyond visuals, we worked to elevate Grinds’ storytelling. Rooted in its baseball origins, the brand’s narrative evolved to champion perseverance and grit—resonating with consumers who “grind it out” daily. We also optimized their website for better navigation, product education, and conversion, aligning the digital experience with the new brand positioning.

The result? A stronger, more cohesive brand that could confidently compete in the energy space, expanding beyond its legacy audience while staying true to its roots. Grinds 2.0 wasn’t just a rebrand; it was a redefinition of what the company could be.