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Vitamix is a domestic retail business focused on natural and health products. It began online in 2008 and in 2015 opened its first brick-and-mortar location out of the 65 it now operates nationwide. In order to remain relevant to modern shoppers, Vitamix turned to us to mark its repositioning as a one-stop-shop for a healthy lifestyle through the update of its visual identity and communication style.
Retail
Brand positioning
Visual identity
Creative platform
With the continuous expansion of its store chain and the ongoing adaptation of its brand and product portfolio to customer needs, Vitamix became the most dynamic player in its category, enjoying organic year-on-year growth despite limited marketing and promotional efforts.
In recent times, to keep pace with category retail trends and with the ambition to transition from the traditional natural-products shop image to that of a one-stop destination offering healthy lifestyle solutions for the modern shopper, Vitamix initiated a redesign of its retail locations. With this came the need to refresh the brand identity and communication to support this repositioning.
Following discussions with the founders of Vitamix and analysis of the retail category in which the business operates, we identified the challenges and criteria that the new identity needed to meet—so the brand would retain relevance for its current customers and at the same time become a shopping destination that resonates with a younger, active audience.
From here came the inspiration for the brand promise expressed in the slogan “Your mix of vitality”, which also serves to clarify the meaning of the name Vitamix—removing the frequent functional association with one of the main product categories it sells, namely vitamins and dietary supplements.
Regarding the visual identity, the Vitamix team wanted a logo update, requiring a redesign of the apple symbol so that it would retain recognisability and its link to the natural-products universe while also marking the repositioning into a lifestyle brand. Thus, we redesigned the apple as a simple, minimalist graphic symbol whose contour forms a heart—thus attributing new significance evoking care for a healthy life and the brand’s promise to be a source of vitality for its customers. The chosen typeface, Houschka Pro, is a modern sans-serif, clean, using rounded corners and fluid curves to create special characters with a humanist, friendly note. The vibrant colour palette, predominantly shades of green, complements the fresh, contemporary visual language.
With the help of the symbol’s forms, the versatility of the selected font family, and the extended colour palette, we developed a unique, coherent visual style that supports the brand’s different communication needs and messages.
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