Free The Birds recently revamped Bayer's VMS (vitamins, minerals and supplements) brand Supradyn for the consumer health market. Established in 1959, Supradyn's previous packaging design had become dated over time and no longer communicated the level of efficacy consumers are looking for today.
Free The Birds was tasked with aligning the portfolio across all markets and communicating the new positioning of 'Recharge your Strength' through new branding, packaging design, typography, illustration, and improved color palette.
The brand identity has been re-energized to reflect Supradyn's new positioning across all ranges: Core Energy, Immunity, Kids Development, and 50+ Vitality. A new circular device now heroes the Supradyn name on pack within a strong shield-like shape, creating a bold brand presence on shelf.
A new color palette has been introduced across the portfolio to ease navigation: yellow and orange define the master brand identity while darker orange, blue, green, and teal differentiate the product ranges. These colors are featured as gradients on the packaging, making it feel more dynamic and vibrant.
Free The Birds also created bespoke icons on packs to clearly communicate the benefit of each product whilst aiding navigation across the product portfolio. The children's range also features illustrations of superhero characters, engaging younger consumers in the product and adding a sense of fun and playfulness.
All the new brand assets are also used on the brand's website and social media, keeping the branding consistent across all platforms.
"Whilst we needed a global design approach, we also had to consider the individual regulatory challenges that the vitamin market faces," commented Nick Vaus, Partner and Creative Director, from Free The Birds. "The new brand identity retains the existing brandmark but introduces a stronger overarching global design framework that is easily recognisable on shelf. The new bright and confident identity elevates Supradyn's leading position in the consumer health space and supports the brand on its future growth journey."