In a category ruled by legislation, how do you talk about benefits?

CHALLENGE
The Inner Purity brand was enjoying a level of success with its Natures Flow product however low recognition of the master brand, an unappealing packaging format and lack of a clear point of difference was limiting brand growth.

The ambition for the brand was to offer a wide range of natural, health supplements to empower customers to craft their own personalised wellness routines. A master brand approach needed to be taken to allow for a breadth of natural supplements to sit comfortably together to meet varied health and wellness needs to offer a holistic approach to the health and wellness journey, in a packaging format that would appeal to a discerning target audience and be worthy of the price point.

INSIGHT
Post pandemic, health and wellbeing are top of people’s priority list and consumers are willing to put their money where their mouth is (literally!). We yearn not just for longevity but to thrive, resulting in a significant growth in preventative self-care. People are taking aspects of their wellbeing into their own hands. Wellness brands that foster a sense of community and connection through a range of products aimed at differing needs can and are capitalising on this. Inner Purity, with a refreshed brand proposition, strong identity and a more appealing packaging format was perfectly primed to do so.

OUTCOME
We built a powerful masterbrand marque, a welcoming home for each unique supplement. A clear brand architecture ensures each member of the Inner Purity family shines with its own distinct personality, amplified by vibrant colour palettes and distinctive, benefit-first graphical assets.

From Lab to Lifestyle: Inner Purity shed its science-heavy image, embracing a natural, community- centric lifestyle approach. Uplifting language and evocative imagery - throughout the packaging and off-pack - emphasise the brand’s core values: to harness nature’s restorative power, nourishing the body, and empowering individuals to flourish.

SPECIALISMS
- Strategy
- Creative Strategy
- Brand repositioning
- Brand World
- Visual Brand Identity