The protein industry is dominated by big neon plastic tubs of protein cut with a cocktail of artificial sweeteners and flavours. It is highly masculine. The words and the visual language we use for C2 is a response to this intimidating world, it's simple, clean, natural, human and accessible. Chapter 2 was created from the belief that the health and fitness industry should be accessible to everyone; we wanted the new visual identity to bring this democratic ethos to life. The simple and uncluttered C2 logo symbolises the turning of a page, it represents progress & balance.