PortionIQ is a new nutritional range from Cambridge Nutritional Foods – created to support individuals using GLP-1 medications, alongside health-conscious consumers looking for convenient, balanced nutrition.
We partnered with the team from day one to develop the brand from the ground up, defining the positioning and messaging, creating the identity, designing the packaging range and building the ecommerce website.
Our challenge
GLP-1 medications are changing how people think about appetite, portion size and nutritional balance. With reduced appetite comes a new challenge: maintaining protein intake, micronutrient adequacy and overall energy balance.
PortionIQ needed to:
- Launch as a credible, science-led proposition
- Appeal to both GLP-1 users and broader wellness consumers
- Sit confidently within the Cambridge Nutritional Foods portfolio
- Work seamlessly across consultant-led and direct-to-consumer channels
- Establish immediate trust in a clinically sensitive space
This wasn’t just a product launch, it was the creation of an entirely new category voice.
The approach
Positioning & Messaging
We defined the core proposition: “Portion with a Purpose.”
The brand needed to feel intelligent but accessible. Clinical but not cold. Structured but human.
We built the positioning around clarity, balance and reassurance, giving the brand a confident voice in an emerging space while avoiding medical overstatement.
Brand Identity
PortionIQ required a visual language that felt precise and modern.
We created:
- A clean, structured logotype
- A restrained, intelligent colour palette
- Design systems that communicated balance and portion control
- Typography that reinforced clarity and credibility
- The result is a brand that feels purposeful, measured and considered – mirroring its nutritional philosophy.
Packaging Design
With appetite reduced, clarity becomes critical.
We designed the packaging to:
- Communicate key nutritional benefits at a glance
- Reinforce portion control and structure
- Stand out within both clinical and retail environments
- Translate confidently to Amazon and ecommerce formats
The system allows the range to expand while maintaining consistency and shelf impact.
Website Design & Build
We designed and built the PortionIQ ecommerce platform to balance education and conversion.
The site needed to:
- Explain the science clearly and responsibly
- Support customers navigating GLP-1-related changes
- Integrate seamlessly with Amazon UK Brand Store presence
- Feel trustworthy, calm and easy to use
The result is a focused digital experience that supports both independent purchase and consultant-led recommendation.
The Outcome
PortionIQ launched initially through Consultants at The 1:1 Diet by Cambridge Weight Plan, building early momentum through trusted, personalised support.
Now live at portion-iq.com and via Amazon UK, the brand has entered its next phase of growth, positioned as a science-led nutritional solution designed for real life.
From strategy to shelf to screen, we created a cohesive brand ecosystem ready to scale.
