THE GROWTH OPPORTUNITY FOR THIS BEACON BRAND
GenZ teens are increasingly more health conscious and with a higher purchasing power than previous generations. In the world of herbal medicine and supplements there are few brands which tailor to the specific requirements of GenZ and as a result, HRI identified an opportunity to set out to lead and grow the teen supplement category with Teen Skin – a premium multivitamin complex which also targets spots and acne. As part of the overall brand strategy, the HRI brand identity, existing herbal medicine range and this new botanical supplement needed a design refresh to open the door to future opportunities.
ENGAGING GENZ WITH DIFFERENTIATED DESIGN
To connect with the existing HRI consumers and this more health conscious GenZ teen, the brand identity design for the new supplements range needed to be proud of its certified natural credentials. Firstly, because this is a key purchase driver for consumers, but secondly, achieving this in a differentiated way from competitors to stand out – as most competitors have a very functional approach to design. The result, a developed brand mark, a modern and natural design alongside clear navigation and claims specially targeted at teens.
WINNING LISTINGS WITH CONFIDENT DESIGN
Seeing the opportunity, 2 of the largest major UK retailers couldn’t wait to list this new product development, starting online with Amazon in May, in store with Asda in June and with many other large high-street retailers such as Holland & Barrett also interested. Feedback on the design and updated brand identity has been full of praise, with retailers confident that the brand stands out and will connect with the target GenZ consumer. Further launches of the whole product range are scheduled later this year.
CHARLOTTE GALLAGHER – PARTNER, JESSUP HEALTH