Supplements specialist Vitawell has unveiled a new brand identity with a focus on simplifying the wellness journey. The brand says the new direction aims to “energise the VMS (Vitamins and Mineral Supplements) sector and bring clarity for consumers”.
Vitawell was launched 8 years ago by Principle Healthcare, leveraging 20 years of experience as a private label manufacturer for national retailers into creating the brand.
Alongside a new tagline (“Live Life Vitawell”), the brand’s revamped logo, colourful identity and playful launch campaign, remind customers that healthy choices don’t need to be complicated.
Vitawell’s new packaging and design clearly emphasise active ingredients, “providing much-needed clarity for consumers”. Alongside bringing cohesion and consistency to the range, the distinctive blue bottles (a modern-day nod to old-fashioned apothecary bottles) are designed to stand out on the shelves, making it as easy as possible for customers to find the products that best support their wellness goals.
To complement Vitawell’s extensive distribution network in national retailers such as Tesco, Morrisons and Asda, the brand is also launching a direct-to-consumer (D2C) offering.
Vitawell’s relaunch includes 19 SKUs to support various health and lifestyle concerns. Echoing the brand’s commitment to accessibility and affordability, these products’ RRPs range from £8.00 to £12.00.
John Sutcliffe, group managing director at Principle Healthcare, said: “We’re excited to shake up the category with Vitawell’s new identity and positioning. There’s so much noise in the sector, and customers often feel overwhelmed and confused. Instead, we’re bringing clarity, simplicity, convenience and affordability to the space.
“We’ve got the right products, with the right ingredients, in the right places, at the right price. This relaunch positions us to take on the wide variety of brands on the market and fulfil the needs of consumers. We already have many new products and innovative formulations in the pipeline, and we’re looking forward to making a huge mark on this category.”