One company is using minimalism to stand out in the ‘protein bubble.’ Protein is everywhere these days. The cultural obsession with the macronutrient has become unavoidable; from constant protein-adjacent Instagram ads to protein-focused recipes and protein-filled Chipotle bowls, Starbucks drinks, and Pepsi products. All of these products are starting to sound like part of some big, loud, fitness influencer chorus. But there’s one brand that’s managed to break through the noise—often, by saying nothing at all.