Reviving Brand Health

Protexin Bio Kult – Probiotic healthcare supplement

Task – Relaunch Bio-Kult after Protexin’s purchase of the brand

• Existing brand – logo, packaging, collateral – dated back to the earliest days of the product
• Protexin’s brief – to modernise the brand and increase relevance to both Healthcare Practitioners and consumers
• Maintain the brand’s DNA/heritage to maintain appeal to core loyalists.

Solution – Develop new ‘evolution’ of the brand

• Review and analysis of brand’s core heritage elements, using mix of desk research and qualitative groups
• Development of new ‘design language’, building freshness and visual impact around these core essentials
• Visual language translated from the pack design into collateral materials – trade and consumer literature, exhibition stands, display advertising, e-commerce-enabled website .

Results

• Significant upturn in sales – particularly through the new website
• Increase in international distributorships – increasing potential long-term volume
• Unsolicited positive trade feedback on the quality of the communication materials.