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In their own.

Here’s how that could play out:

Core Brand Concept

MTHR – Protein & Supplements for the Real Body-Builders

• Who: Moms from pregnancy through postpartum and beyond.

• Why: Their nutritional demands rival or exceed those of pro athletes, but the supplement market ignores them or serves them “cute wellness” instead of serious performance-grade nutrition.

• Tone: Bold, empowering, raw truth. No “pink it and shrink it.”

Hero Product

MTHR Protein

• Formula:

• Grass-fed whey + collagen

• Choline, magnesium, calcium for postpartum recovery

• Methylated B-vitamins for energy & mood

• Zero seed oils, no fillers

• Flavor profile: Comfort-first (vanilla, chocolate, cinnamon) with optional limited seasonal drops (pumpkin spice, salted caramel)

• Positioning: “Protein that rebuilds the builder.”

Brand Voice & Messaging

• Tagline ideas:

• For the Real Body-Builders

• Build the Body That Builds the World

• Performance Nutrition for Motherhood

• Stronger Than Strong

• Power for the Toughest Job on Earth

• Copy Angle:

• “Moms aren’t training for a stage. They’re training for life, day after day. You lift, carry, feed, and build — so we built this for you.”

Packaging Direction with Bold Red

• Base: Matte black or matte cream jar.

• Accent: Deep crimson red label with bold, minimal sans-serif text.

• Visual cues:

• Subtle graphic silhouettes of mother + child or abstract strength lines

• No frills, no floral — just strong, clean lines like performance brands (Onnit, Momentous) but adapted for women.

Product Ecosystem

1. Protein – flagship, postpartum-focused

2. Collagen Boost – joint, hair, skin recovery

3. Daily Recovery Blend – adaptogens + minerals for stress & hormone support

4. Hydration – electrolyte blend designed for breastfeeding moms

5. Creatine – strength & energy

Category White Space

Most “mom” supplements are pastel and “gentle.”

Most “serious” supplements ignore women entirely.

You position MTHR as the first hardcore performance brand for motherhood — confident enough for the gym shelf, but built for the unique needs of pregnancy recovery and raising young kids.

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