As a startup in the high-stakes world of document services and enterprise information systems, Muscle Rehab needed more than just a logo — they needed a brand strategy engineered to scale. Abstract Creative partnered with the founders from day one, positioning the company as a credible leader from launch through growth.

Challenge

Muscle Rehab was entering a crowded recovery market with a niche product: bath bombs designed specifically for athletes. Despite product innovation, they lacked a brand identity strong enough to compete on physical and digital shelves. Their challenge was clear—stand out in stores like H-E-B and Academy while remaining compelling online on platforms like Amazon.

Our Solution

Through our Foundation Tier of the ICON Brand Studio, we worked closely with the Muscle Rehab team to build a foundational brand system that would position the product for success both at retail and online.

IDENTITY — Brand Development & Packaging Design

• Brand DNA: Defined purpose, athlete-centric vision, and value proposition aligned with performance and recovery
• Visual Identity System: Custom logo, bold typography, active color palette, and an energetic, modern tone
• Packaging Design: Structurally sound, shelf-ready bath bomb packaging with visual punch and clear messaging
• Tone & Voice: Motivational, results-driven, and recovery-focused, crafted to resonate with fitness-minded consumers

Impact

The new brand identity and packaging enabled Muscle Rehab to:

• Generated over $3.2M in signed contracts
• Attracted 20,000+ qualified leads through digital funnels alone
• Maintained continuous growth support through retained consulting and quarterly brand audits

Ongoing Support

We continue to support Kinsmen with:

• Successfully launch in major retail channels, including H-E-B, Academy, and Amazon
• Generate strong first-month sell-through in select retail test markets
• Establish credibility with retail buyers and gym-affiliated distributors
• Expand their product line into wellness-focused retail and recovery gear bundles

KPIs & Metrics

• Sell-through Rate: 24% of inventory sold per store location in the first 90 days
• Retail Placement Growth: 34 retail locations added post-launch
• Amazon Conversion Rate: 15% conversion rate
• Repeat Purchase Rate: 12% of customers who reorder within 30 days