RAW x CBUM Product Systems

Two distinct packaging and campaign systems created for Chris Bumstead’s RAW Nutrition portfolio, spanning an Olympia-exclusive product line and an award-winning whey protein system.

Brand: RAW Nutrition x Chris Bumstead 
Category: Product Lines · Packaging Systems · Campaign Creative
Role: Art Direction, Concept Development, Label Design
Services: Packaging Design, Illustration Direction, Retail Support, E-Commerce Renders, Campaign Assets
Year: 2024–2026

OVERVIEW

My work across the RAW Nutrition and Chris Bumstead partnership included developing product systems that translated athlete recognition into distinctive, scalable consumer experiences.

This collection brings together two flagship projects: Champion Mentality, a nine-SKU campaign-led line created for the 2025 Olympia, and CBUM Itholate, an illustration-driven whey protein system developed across an expanding flavor portfolio.

Although each project required a different creative approach, both were designed to balance brand recognition, product storytelling, production requirements and long-term scalability across packaging, retail and digital touchpoints.

01 · CHAMPION MENTALITY

Champion Mentality was a nine-SKU product line created for the 2025 Olympia, spanning pre-workout powders, ready-to-drink products, non-stim pump formulas and protein powder.

Built around discipline, reflection and the mindset of consistently showing up, the creative direction used reflective gold finishes and a silhouetted athlete figure to shift the focus from Chris Bumstead himself to the consumer. The gold functioned as both a medal and a mirror, inviting customers to see themselves in the mindset of a champion.

The system needed to feel distinct from core RAW and CBUM products while remaining connected to the larger brand portfolio. I developed the central concept and extended it across nine labels, multiple packaging formats, GNC cards, retail signage, advertising and supporting launch assets.

PROJECT CONTRIBUTIONS

  • Directed the core creative concept and reflective gold visual system
  • Designed labels across all nine SKUs
  • Created a cohesive system across powders, RTDs, pump formulas, and protein
  • Developed GNC cards, retail signage, and campaign assets
  • Balanced emotional storytelling with product hierarchy, flavor communication, and compliance requirements
  • Extended the concept across packaging, advertising, retail, and digital launch touchpoints

A Line Made for Champions. No Excuses.

02 · CBUM ITHOLATE

CBUM Itholate is Chris Bumstead’s signature whey protein isolate line with RAW Nutrition, built around a playful naming system inspired by his recognizable lisp.

The original packaging relied primarily on color bands to differentiate flavors. I refreshed the series into a colorful, fully illustrated system that gave every flavor its own visual world while maintaining a consistent and recognizable product family.

Each SKU used custom illustrated elements, bold palettes and ingredient-inspired storytelling to improve appetite appeal and shelf presence. Consistent typography, hierarchy and brand placement allowed the system to scale across an expanding flavor lineup without losing cohesion.

PROJECT CONTRIBUTIONS

  • Led art direction for the refreshed Itholate packaging system
  • Designed labels across more than 20 flavor extensions
  • Developed the illustration and color direction for each SKU
  • Created a scalable structure for ongoing product expansion
  • Produced website renders and digital product visuals for e-commerce and launch use
  • Balanced flavor storytelling, brand recognition, supplement hierarchy, and production requirements

Professional Silver ADDY Award

OUTCOME

Together, Champion Mentality and CBUM Itholate demonstrate two different approaches to building product systems within an athlete-led CPG partnership.

Champion Mentality translated a performance mindset into a premium, campaign-driven product collection across nine SKUs and multiple consumer touchpoints. Itholate transformed an expanding whey protein portfolio into a distinctive, illustration-led packaging family with stronger flavor recognition and scalability.

The Milk & Cookies execution from the Itholate system received a Professional Silver ADDY Award in Packaging.