However, by 2010 the Vital brand was being challenged and needed to make some changes. This triggered the Vital management team to approach Yellowwood to help them revitalise the brand, and to define a brand positioning strategy that would be distinctive and differentiating from its competition and help portray Vital as the pioneering leader that it is.
"We started with an insights gathering phase to develop an understanding of the macro, category, competitive, consumer and business context to ensure that the strategy that was developed would be relevant (externally and internally) and differentiating," explains Nicky Steel, COO of Yellowwood. "To enable the business to develop a consumer-centric approach to managing their brand and to guide in developing the brand positioning, we conducted primary research amongst consumers which we used to develop a bespoke segmentation model for the business."
Market segmentation allowed Yellowwood to understand the in-depth needs of consumers in the health & wellness market and enabled the team to channel resources appropriately.
Based on the insights gleaned from the first phase, Yellowwood went on to identify critical success factors for Vital, from which they created the brand positioning for the Vital brand that was aligned to consumer needs and market trends.
In the next phase, the Yellowwood design team embarked on designing new-look packaging for the entire range. Not only was the labeling different, but the physical container evolved from the rather dated carton and pouch to an easy to use plastic container.
"The underlying concept for the new packaging, based on the strategy, was 'Life Champions," explains senior designer Marios Flourentzou. "So we leveraged the equity in the existing 'family seal' that was present on all packs by reinventing its meaning."
It is now a medal hanging round the 'neck' of the pack while also forming a V-shape. With the additional use of metallic finishes, Yellowwood achieved a more contemporary and fresh design.
"With the strategic insights and design direction supplied by Yellowwood, we are very proud to launch our beautiful new modern, elegant and simplified label design and our custom designed plastic container," says Ruth Robertson, Head of Marketing, Vital Health Foods. "It has been a long time in coming and we are extremely excited about this new phase for our brand Vital. The response has been overwhelmingly positive and our sales have definitely reflected this positive upliftment. We are proud to say that the 'old Lady' has got an elegant new dress."
