Ever Better

Setting the snack bar higher with a fitness legend
Ever Better

After decades on TV, Denise Austin funnels her energy into an empowering self-care brand. corner-left-box

Translating an Icon’s Equity into a New Endeavor

As a fitness instructor, author and TV fixture, Denise Austin is no stranger to the spotlight, or to the health and wellness category. Seeing an opportunity to fill holes in a range of categories—from better-for-you snacks to fitness equipment, supplements, online wellness programs and sleep accessories—Denise came to LPK, looking to develop a lifestyle brand platform that connected with women differently, encouraging with body positivity, age defiance and optimism, versus restrictive regimens and critical messaging.

Anything but “As Seen on TV”

Knowing many a celebrity falls victim to product endorsements that feel inauthentic and half-baked, we purposed to create a full-fledged brand with Denise and her daughter Katie—a fitness star in her own right—that felt holistic and truly ownable. Starting with the brand’s identity, strategic foundations and narrative, we named and built a brand platform that felt modern, inspired and approachable—just like Denise.

Ever Better Guidelines

The name EVER BETTER™ that LPK created captures the spirit of constant improvement and embracing every day. It’s why people love Denise, and what makes this brand unique.”



Capturing Denise’s Sunny, SoCal Spirit

Upbeat and full of boundless energy, there’s something infectious about Denise. It’s what made her a multi-hyphenate success for decades, and what drove our creative process for EVER BETTER™.

Visually and verbally, LPK’s creative team developed a system derived from Denise’s character, capturing her sunny disposition and joyful tone of voice, and merging them with fresh, emergent aesthetics. From packaging to e-commerce to social, the brand’s creative expression delivers an experience that’s inviting, inspiring and undeniably Denise.

We hit our first-month sales goal in two weeks’ time.”



Claiming a Top Spot on Amazon

Starting with the launch of EVER BETTER’s brownie bite protein snacks, the brand has seen instant traction on both Amazon and its direct-to-consumer channels. EVER BETTER was featured as a Hot New Release on Amazon, quickly becoming the #2 bestseller in the brownie category and hitting their first-month sales goal in two weeks’ time.

This brand embodies exactly who I am, and what I want for every woman.”



Ready to Stretch into New Territory

With a dynamic, flexible brand in place, EVER BETTER is poised to start stretching. In addition to debuting new flavors for their snack line, EVER BETTER is propelling growth by moving into more adjacent wellness categories that feel like a natural fit for Denise.

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We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.

And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.

Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.

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Have a challenge? We’re all ears.
Let’s talk about how we can partner.


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