The basis of our strategic solution was to understand the consumer's expectations and the business vision of the stakeholders. External analysis have helped us discover the main player communication styles, what the types of consumers are, but also what they want from a brand of sports nutrition supplements. Talking with the customer helped us find out the promise that the new brand can sustain and the naming and packaging areas we can work on.
An agile branding solution
5, 4, 3, 2...1 START!
The brand strategy propels the business
A brand new supplement for sports nutrition, comes to change the rules of the game in a crowded and intimidating category through the complexity of the product and communication.
Through clear, cleaner and healthier recipes, the brand was created for the "regular" consumer of the Millennials generation, who is attentive to what they consume and wants to support their active lifestyle.
The brand is built on a specific need
We have discovered a category of Millennial consumers whose needs are less satisfied in the category. I have defined them as weighted optimists, who do not seek immediate surprises, but they maintain their active lifestyle with proper nutrition. The manufacturer's desire to develop simpler recipes, with fewer ingredients and synthetic compounds, and a healthier sweetener based on crinkle, fills the consumer's profile. At the intersection of the two brand insights, we identified a positioning area to support the consumer in training at his own pace. Once this territory is defined, the brand idea has found its natural expression in the formula, Keeps you on track.
The courage demonstrated by the Imbold brand initiators has excited us and made us immerse in a new product universe. The challenge was greater, as we talk about the very specific consumer and custom motives and habits. You have to be rigorous in the development of supplements, you have to gain and maintain the consumer's trust. For design, the project has established a unique combination of coordinates: to be modern, sporty and to express the scientific side. The name was really helpfull, having a specific resonance that inspired its visual expression.
\ Developing a clear brand strategy, ready to support the product launching
\ Strong and memorable name for this category
\ Defined architecture for the further development of the product portfolio
\ Master packaging design that allows future extensions
\ Flexible, but coherent visual communication solutions