Who. Three different buyers. MHP for the serious lifter, MuscleMeds and Carnivor for the hardcore end, Fit & Lean for the everyday customer. Same company, same design function, three people who would never be reached the same way.
What. Keep three brand identities distinct in market while keeping each one internally coherent. Running brand systems for a portfolio is mostly the discipline of deciding what is allowed to vary and what never does.
How. The label is the foundation — a supplement panel is dense, regulated and unforgiving, and the brand has to survive it. I improved the packaging across the MHP, MuscleMeds, Carnivor and Fit & Lean lines and set the supplement facts panels and legal lines that have to sit on every one of them: required disclosures placed so they are compliant and legible without swallowing the design. Get that hierarchy right once and the structure carries across a whole product line. Then the part most teams miss: a physical label and a product detail page are the same brand meeting the same customer in two places, and they are usually designed by two people who never speak. I rebuilt the PDPs from the package system so the shelf and the screen finally said the same thing. The same system carried off-site too, into display advertising running on fitness media including Generation Iron — where the brand had to hold its own inside someone else's page furniture, at banner scale, in a second or less.
Outcome. 100+ campaigns across the three brands. Email averaging roughly $3K per send at a 50% open rate, and $11K+ in weekly direct campaign sales from launch and lifecycle creative.