Design Bridge New York has created the brand world and packaging design for Neuriva: a new brain supplement brand just launched in the US. The studio created a disruptive and engaging brand presence within this growing category using bold color and illustration. The design work combines the product's strong natural and scientific credentials while bringing to life the key consumer insight that a 'bright brain = bright life.'
"The vitamin, mineral, and supplement (VMS) category grew by around $500 million in the past year, driven by increased interest from consumers both online and in store. The brain health segment is an incredibly exciting space and the fastest growing segment within the VMS category, but it was filled with poorly designed products and plenty of questionable science," commented Sam Cutler, Creative Director at Design Bridge New York. "We've been on an incredible journey with Neuriva creating the brand from scratch - from our very first meeting through to a fully-fledged brand that brings bold disruptive design thinking to the category."
Design Bridge saw the opportunity to differentiate the Neuriva brand by telling both natural and science stories in one, drawing on its unique positioning of using clinically proven natural ingredients backed by science. The new brand imagery captures this idea through a split illustration, conveying scientific efficacy and a healthy brain on one side, and colorful vignettes of everyday life on the other. The playful illustrations were co-created with illustrator Brett King, giving this new-to-market brand a distinctive style that balances modern efficacy with natural cues, creating a unique personality that engages consumers.
"The different vignettes link to the five key areas of performance that Neuriva helps with - focus, memory, concentration, accuracy, and learning - and they depict relatable everyday activities that the brand can help people make the most of, such as work-life balance, family time, studying, fitness and business travel," explained Mark DeRose, Design Director at Design Bridge New York. "The bold yet charming illustration style clearly communicates the benefits of the supplement while building an emotional connection with consumers."
This duality of the brain is also echoed in the bespoke Neuriva logotype where, on closer inspection, you'll discover that the dot of the letter 'i' has been playfully swapped out for a simplified brain icon.