DY Nutrition had outgrown its roots as a legacy supplement brand. So,
we rebooted and unified the identity, transforming six-time Mr. Olympia, Dorian Yates, from figurehead into our cultural driver, using his values of authenticity, intensity and elite performance to lead a lifestyle-focused repositioning. By bringing Dorian’s unique ethos into every touchpoint,
from packaging and tone of voice to social storytelling, DY Nutrition now speaks to a broader wellness cohort, not just the hardcore gym crowd.

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