In February 2023, Unbroken introduced a new brand identity and a broader vision for recovery. Building on our origins in medical nutrition science and our early years in elite sport, the new Unbroken brought together four areas: Medical Nutrition, Healthy Ageing, Wellness and Performance.
From medical science to performance
The science behind Unbroken originated in medical nutrition, where efficient nutrition can be particularly important when the body is under pressure and conventional nutrition is more difficult to digest.
Made in Norway from fresh Norwegian salmon, Unbroken uses enzymatic hydrolysis to break down marine protein into naturally occurring free-form amino acids and small peptides. This creates compact, food-first marine nutrition with minimal digestive demand.
That same principle has a natural application in sport. During demanding training and competition, athletes need nutrition that can fit easily around activity. This connection between medical science and performance became the foundation for a much broader vision for Unbroken.
FROM MEDICAL SCIENCE TO EVERYDAY PERFORMANCE.
One product. A broader vision.
By 2023, we could see that Unbroken had a role far beyond its CrossFit beginnings. Muscle health and recovery matter to elite athletes, but they also matter throughout everyday life and increasingly as we age.
The rebrand brought four areas into focus. Medical Nutrition takes us back to our scientific origins and the potential for compact nutrition when meeting nutritional needs is more challenging. Healthy Ageing reflects the importance of maintaining muscle, strength and physical function throughout life. Wellness brings recovery into everyday active living. Performance and Active Nutrition remains true to where the Unbroken brand began, supporting people who train, compete and want to be ready to go again.
Different needs and different stages of life, connected by the importance of muscle nutrition and recovery.
A new identity. New flavours.
In February 2023, this broader vision came to life through a complete Unbroken rebrand. A new logo, visual identity and brand platform reflected where we wanted to take Unbroken next.
The new identity was inspired by molecular structures and the building blocks of strength and recovery, while the Bata icon drew on the Icelandic word for “recovery.”
At the same time, we introduced two new flavours, Lemon Lime and Mango, expanding the Unbroken range and giving people more choice while keeping the same marine amino acid and peptide foundation.
The brand had a new look and a much broader ambition, but the idea at its heart remained the same:
REAL TIME RECOVERY.
From its origins in medical science to elite performance and now into everyday life, Unbroken was evolving around one central idea: helping people recover and be ready for what comes next.
