01
Foundation
The Name & Origin
Every great brand starts with a story. We want to understand where ONNX came from, what it meant then, and what it can mean going forward.
1.1
Where did the name ONNX come from? What does it mean to you — or what did you intend it to mean?
Walk us through the origin story. Was it an acronym, a word, a feeling? Even if you "just liked the way it looked," tell us that.
1.2
If ONNX had a meaning — a word, a concept, a mantra — that you could officially claim and build identity around, what would you want it to be?
Don't overthink it. What do you wish people understood when they saw the name?
1.3
What was ONNX's original purpose when you created it, and how has that evolved over the 10 years?
02
Direction
Vision, Mission & Purpose
This is where we define what ONNX stands for — not just what it sells. This becomes the north star that everything else follows.
2.1
If ONNX became the brand you've always wanted it to be — 5 years from now — what does that look like?
Distribution reach, retail presence, product line, how people talk about it, what the brand is known for.
2.2
Beyond selling supplements — what is ONNX actually for? What is the deeper purpose or belief behind the brand?
Think about why someone should care about ONNX, not just what they buy from you.
2.3
What do you want ONNX to be known for above all else — pick one thing.
03
People
Your Customer
To build a brand that resonates, we need to know exactly who we're speaking to — and who we want to attract.
3.1
Who is buying ONNX today? Describe your current customer in detail — not just demographics, but who they are as a person.
Age range, lifestyle, what they care about, where they shop, what they train for.
3.2
Who do you want to be buying ONNX as you grow into distribution? Same person, or an expanded audience?
3.3
Who is NOT your customer? Is there an audience or positioning you specifically want to avoid?
Knowing who you're not for sharpens who you are for.
3.4
What does your customer say or feel after using an ONNX product — or what do you want them to say?
04
Market
Competition & Positioning
Understanding where you sit in the market — and where you want to sit — shapes every positioning and design decision we make.
4.1
Who are ONNX's primary competitors — brands you're going up against on shelves and in distribution?
4.2
Which brands do you admire — inside or outside the supplement space? What do you respect or want to emulate?
Could be branding, product quality, culture, how they show up in the market. Don't limit yourself to supplements.
4.3
What do competitors do that you think is wrong, overplayed, or that ONNX should do differently?
What clichés of supplement branding are you tired of?
4.4
Where would you position ONNX on the following scales?
MASS MARKET / ACCESSIBLEPREMIUM / ELITE
HARDCORE / INTENSELIFESTYLE / EVERYDAY
SCIENCE / CLINICALCULTURE / IDENTITY
ESTABLISHED / TRUSTEDDISRUPTIVE / BOLD
05
Lineup
Products & Pipeline
We need a clear picture of what the product line looks like today and where it's going, so the visual system and naming architecture can support the full range.
5.1
List all current ONNX products — and for each, note whether it's being carried forward, discontinued, or reformulated.
Include product name, category (pre-workout, fat burner, etc.), and status.
5.2
Are there any new products being added to the lineup as part of this rebrand?
5.3
Do you want the product names across the line to follow a naming system or theme, or should each product stand alone?
A naming architecture can be a powerful brand asset — or a constraint.
5.4
What are the hero SKUs — the products that need to lead distribution and represent the brand at its best?
06
Aesthetic
Visual Identity Direction
Before we put pen to paper, we want to understand what you're drawn to visually and what the brand needs to look like to win on shelves and in distribution.
6.1
How would you describe the visual look you want for the rebranded ONNX?
Think about how a label or package should feel when someone picks it up off the shelf.
6.2
Are there any brands or products whose visual direction you admire — the color system, typography, art direction, or overall feel?
6.3
What visual directions are completely off the table for ONNX?
Styles, colors, or aesthetics that don't represent the brand and should never be explored.
6.4
Is there any brand equity in the current ONNX logo or visual identity that we must preserve, or are you open to a complete redesign?
6.5
When a distributor's rep or new retailer picks up an ONNX product for the first time, what is the single impression you want them to walk away with?
07
Voice
Brand Personality & Voice
A brand is more than a logo — it's a personality. How ONNX speaks and shows up consistently across every touchpoint is what builds recognition and loyalty.
7.1
If ONNX were a person, describe them. Personality, energy, attitude.
How they carry themselves, how they speak, what they'd never say, what they stand for.
7.2
Select the words that best describe the brand personality you want ONNX to project. (Choose all that apply)
7.3
How should ONNX communicate — what's the tone of voice?
08
Growth
Distribution & Retail Strategy
This rebrand is built around your distribution push. We need to understand where ONNX will live to ensure the brand and packaging are built to perform in those environments.
8.1
What types of retailers or channels are you targeting through distribution?
Independent supplement shops, regional chains, gyms, big box, e-commerce — what does your distribution map look like?
8.2
What geographic markets are you targeting first?
8.3
What do you want a retailer to feel when ONNX is pitched to them? What's the story you want us to help you tell?
09
Final Thoughts
Anything We Haven't Asked
The best insights often come from what the questions didn't ask. This is your open space.
9.1
What's the one thing about ONNX that you've never been able to fully communicate — but you've always wanted people to understand?
9.2
What concerns, if any, do you have about this rebrand process?
Fears, constraints, things you've seen go wrong before. Be honest — it helps us serve you better.
9.3
Is there anything else — about the brand, the products, the business, your vision — that we should know going into this process?
Your responses are used solely to inform the ONNX brand strategy and creative direction. All information shared is kept strictly confidential.