The dietary supplement category is a very special one, highly fragmented between multiple product and brand options, available in various offline and online sales channels, and at the same time somewhat reserved and traditionalist in terms of purchasing and consumption habits. In this complex and perhaps still difficult to decipher market landscape, the Adams Supplements brand needs a fresh approach to gain a place beyond the familiar shelves of the retail chain owned by parent company Adams Vision, where possible to access new consumer segments is much greater, but also much stronger competition.
Adams Supplements’ evolution until now has been largely influenced by opportunities provided by either production, distribution or commercial terms, not benefitting from a very clear portfolio strategy and brand message, or a consistent identity. This is also the reason why the founder of the business considers that Adams’ image is outdated, too "colorful", not connected with the trends of the category. Feeling that the lack of relevant visual positioning poses a threat to the business, in a category where consumers tend to become better informed about their options and choices, he saw the need for a rebranding to continue to harness the potential offered by the growing market.