Fitness icon turned clean lifestyle brand: Denise Austin enters the chat.

After decades on TV, Denise Austin funnels her equity into a brand-new self-care brand.

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.

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.

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. “The name EVER BETTER™ that LPK created captures the spirit of constant improvement and embracing every day,” says Callie Bonine. SVP, Talent & Partnerships, Healthy Lifestyle Brands. “It’s why people love Denise, and what makes this brand unique.”

  • Consumer Insights
  • Category + Consumer Trends
  • Brand Strategy
  • New Brand Creation
  • Packaging Design
  • Brand Voice
  • Naming + Messaging
  • Actionable Consumer Desires
  • Brand Foundations
  • Brand Transformation

Project Outcome

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. The brand 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.

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.


in its category on Amazon following launch.

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

Callie BonineSVP, Talent & Partnerships, Healthy Lifestyle Brands