Brand Strategy / Concept Development
DAILY VITAMINS
PROJECT TYPE
Category Strategy, Identity & Packaging System
BRAND
Wellvita
ROLE
Brand Manager — Brand Strategy & Creative Direction Lead
YEAR
2025
Repositioning a Fragmented Vitamin Portfolio
In a functional and price-sensitive category, clarity became the differentiator. I redefined Wellvita’s vitamin range under one unified concept — Daily Vitamins — transforming an inconsistent assortment into a cohesive and scalable brand system.
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I defined the category strategy and visual identity, developed a modular packaging system, and led the rollout across markets. The system introduced a clear color logic and structured hierarchy — creating intuitive navigation while strengthening visual impact both on shelf and online.
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The result was a highly recognizable, distinctive range that simplified choice and elevated category presence across touchpoints.
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PRODUCT SPECIFIC COLOR THEMES
The color system anchors each supplement to familiar category cues, enabling instant recognition while maintaining a cohesive portfolio structure.
PACKAGING REDESIGN
The packaging became the primary navigation interface for the category, designed to support quick recognition and simplify comparison across the range.
Previous C Vitamin
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New Daily Vitamins C Vitamin
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UPDATED PRODUCT CAROUSELS
The digital product carousels were redesigned to mirror the physical navigation logic — improving orientation, comparison, and consistency across channels.
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The system scaled seamlessly into paid social, ensuring immediate recognition and consistent messaging across markets.
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The launch introduced the new range with a unified visual language, reinforcing clarity and recognition across all digital entry points.
10
New Products
7 redesigns + 3 new product additions
4
Markets
Launched in Denmark, Sweden, Norway, and Finland
3
months
Completed repositioning & roll-out in less than 3 months