Reaching a New Level
NeoLife’s Brand Evolution
NeoLife, a leading company in whole food nutrition supplementation, sought to refine its brand identity and establish a robust brand strategy. While they were well established within their industry, they felt their brand image didn't fully reflect their company values and the mark was not adopting well world-wide.
Understanding the NeoLife Personas
Recognizing the importance of building empathy and understanding their client's customers, Designed by Cats began to research and develop personas. We began by researching NeoLife’s promoters social media habits, the personal stories they shared, and demographic data.
The team then categorized these insights into distinct groups, leading to the creation of several representative personas. Each persona represented a segment of NeoLife's customer base, helping the team visualize and empathize with the individuals behind the data.
Through these personas, Designed by Cats managed to create an emotional connection with NeoLife’s customers, enabling them to craft a brand strategy that resonates on a more personal level.
Curating a Color Palette: Inspired by Nature
Designed by Cats started by reevaluating NeoLife's color palette. We emphasized the “Based in Nature” aspect of NeoLife's ethos, and turned to the natural world around us for inspiration. The palette began to take shape with the deep green of leafy vegetables, the rich color of carotenoids, and refreshing color of lime.
The final palette was visually appealing and meaningful, tying in beautifully with NeoLife's natural ethos. It served as an immediate visual connection to the natural world, reflecting the company's commitment to source their products directly from nature.
The Challenge
As a multi-national brand, their international team of designers were struggling to understand their existing brand guidelines. The previous guides were over 100 pages, and in some cases had conflicting recommendations. This made it difficult for their designers to execute the brand consistently.
NeoLife reached out and tasked us to deliver a fresh, compelling brand identity that would honor their slogan, “Based in Nature, Backed by Science”. This motto encapsulates the company's dedication to creating natural nutritional supplements proven by science.
Impact
NeoLife's promoters reported an uplift in brand recognition, and support for the brand. The new brand identity is more attractive to their core demographics and offers a truer sense of who NeoLife really is. This case is a testament to Designed by Cats' ability to revitalize a brand by leveraging our design expertise and deep understanding of customer behavior.
