Design

Jun 2, 2021

New brand identity and packaging strategy for female supplement brand

Design consultancy Pemberton & Whitefoord LLP has created a "strong yet sensitive" identity and packaging design for a range of female supplements, VITASMART™.
By:
Elisabeth Skoda

The elegant branding created by Pemberton & Whitefoord LLP sets out to achieve stand-out differentiation in the growing VMS category (vitamins, minerals and supplements). It features a sophisticated brand marque; a ‘V’ with wings, indicating the freedom from pain women will experience as a result of taking the supplements. Expressing the product’s natural yet scientifically-backed credentials, the branding project includes a word-mark, logo and packaging for the capsule bottle and three boxes.

A metallic rose, metallic silver and white colour pallet for the brand expresses the premium quality of the female-demographic targeted capsules. The different substrates required for the printing of cartons and labels presented challenges to accomplish maximum continuity of colours and finishes. P&W contributed its expertise to enable this to happen as seamlessly as possible.

Created by Dr. Samira Alishahi, an Oxford-educated medicinal chemist, VITASMART™ addresses the need for 100% traceable, scientifically backed female supplements. Their first product, containing 1000g of D-mannose (a simple sugar found in fruits), consumers take the capsules to relieve UTI symptoms and reduce the risk of recurrent infections.

Design director of the project was Adrian Whitefoord, co-founder of P&W.

Adrian remarks: “The a stand-out brand identity helps the brand compete in the growing VMS market which is currently worth £500m in Britain alone, expected to increase another £59m within the next four years. The market is awash with products claiming to help those suffering with UTI’s, but often the science is questionable and the pack communications confusing. VITASMART™ is different, and the identity we’ve created communicates this.”

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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