Brand Strategy / Creative Direction
NORDIC WELL GROUP
PROJECT TYPE
Group Rebranding & Brand Architecture
BRAND
Nordic Well Group
ROLE
Brand Manager – Led Group Rebranding, Strategy & Rollout
YEAR
2025
Unifying a Growing Brand Portfolio
As Wellvita Group expanded through acquisitions, it continued operating under a name derived from one of its nine portfolio brands. This blurred the distinction between parent and sub-brands and created structural ambiguity.
I led the creation of Nordic Well Group as a new, independent parent identity — redefining positioning, brand architecture, and visual system to organize nine established brands under a clear strategic structure.
The result established clarity at the group level while preserving the equity and distinct character of each brand.
Brand Architecture & Positioning
We repositioned the group around a shared purpose: personal wellbeing matters.
A hybrid endorsed architecture clarified the relationship between Nordic Well Group and its portfolio — distinguishing core brands, portfolio brands, and licensed partnerships while preserving individual brand equity.
This established Nordic Well Group as a visible strategic parent and created a scalable foundation for future growth.
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VISUAL IDENTITY
The group identity was designed to be calm and neutral. Rather than compete with the portfolio brands, it frames them — creating cohesion while preserving individual brand equity.
IMPLEMENTATION & ROLL-OUT
The new identity was rolled out across all digital platforms, corporate communication, and internal materials — establishing Nordic Well Group as a distinct strategic parent while ensuring consistency across markets.
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A modular presentation framework was developed to support executive communication, investor dialogue, and cross-market alignment.
9
Brands Unified
Under one group brand architecture
4
Markets
Denmark, Sweden, Norway & Finland
2
months
From strategy to full group rollout