Launching a new player in performance nutrition
Core Performance Prep is a premium in-home performance nutrition service founded by Alex Herbert, a highly knowledgeable chef with a deep focus on the science behind food preparation and its impact on athletic performance. Designed for athletes who want to train harder, recover faster and maintain peak performance, Core Performance Prep delivers precision-crafted meals tailored to individual performance and wellbeing goals.
The Challenge
Core Performance Prep was preparing to launch and needed a clear, compelling brand foundation that matched the precision and credibility of its offering. While a logo already existed, the brand lacked a cohesive story, messaging framework and visual identity system that could confidently communicate its performance-driven, science-led approach to nutrition.
- Brand creation
- Identity extension
- Campaign
- Menu plan
- Website
- Packaging
- Uniform
The Approach
We began with a brand sprint to clarify the brand’s core by aligning on purpose, audience, positioning and personality. This process allowed us to define who Core Performance Prep is for, what sets it apart and the promise it makes to its clients, creating a shared foundation before moving into design, marketing and launch execution.
Brand Strategy & Messaging
From the brand sprint, we developed the brand story and narrative, refined the positioning, and created the tagline and hero messaging. The central message, “Fuel Smart for Peak Performance – Your In-Home Performance Chef,” clearly articulates the brand’s value: precision-crafted meals by professional chefs that help athletes reach and maintain peak performance. Supporting messaging reinforced the idea that each ingredient is driven to maximise athletic output, with nutritional meals tailored to optimise energy, endurance and recovery.
Four core brand pillars were established to guide all communication and decision-making:
- Performance-Driven: Every decision, from ingredient selection to meal timing, is focused on maximising athletic output.
- Customised: Data-driven nutrition that evolves with each individual’s performance and goals.
- Progress: Approachable, supportive and aligned with every athlete’s journey.
- Partner: A collaborative mindset that positions Core Performance Prep as a true partner in performance, not just a service provider.
Big thanks to the team at Attach for their incredible support with branding and design as I launch my new business. From a brand sprint focused on key customer touchpoints to thoughtful creative execution, they brought clarity, energy and insight at every step.
- Alex Herbert, Founder
Looking forward to growing both the business and our partnership. I'd highly recommend Attach to anyone launching or scaling a brand. They were committed, curious and deeply invested in understanding Core Performance Prep's ambition. They're a truly great team to work with.
Visual Identity & Deliverables
Building on the existing logo, we developed additional visual identity assets, including colour palette, typography and imagery direction to support a clean, premium, performance-led aesthetic. These elements were applied across a full website, stationery, leave-behinds and branded meal sheets used for client deliveries, ensuring consistency at every touchpoint.
The Outcome
The result was a fully realised brand system that positioned Core Performance Prep for a confident market launch. With a clear strategy, strong messaging and cohesive visual identity, the business was set up with solid foundations to grow, communicate its expertise and reflect the science-led, high-performance approach that defines Alex Herbert’s work and vision.
