Brand Strategy / Creative Direction
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, price-sensitive category, clarity becomes the differentiator. I redefined Wellvita’s vitamin range under one unified concept: Daily Vitamins — transforming a visually inconsistent portfolio into a coherent and accessible category identity.
I defined the category strategy and identity, designed the packaging system, and led the rollout across markets. The new range introduced a clear color logic, structured information hierarchy, and consistent pricing framework — creating intuitive navigation and stronger recognition both on shelf and online.
The result was a streamlined, highly recognizable portfolio with improved visibility, simplified choice, and a stronger category presence across channels.
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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