QUANTUM HEALTH

Transforming a Brand to Meet a Changing Consumer Landscape

Quantum Health, a 36-year-old family-owned natural supplements company,
updates its brand with a new strategy and look to engage the Light Green consumer.

Positioning for Significant Growth

Quantum Health, a family-owned natural health supplements company founded in 1981, has a robust product portfolio with distribution in more than 35,000 stores. While its product range was strategically positioned to take advantage of the growing wellness trend, the Quantum brand had not evolved over time, and now lacked both the differentiation and the necessary natural cues to compete effectively on shelf. Trinity was engaged to help define a new positioning, create a clear product architecture, and design an iconic, shop-able identity and packaging system that could provide an extendable foundation for significant growth.

INSIGHTS

Consumer Trust is Key

The combination of rapid growth and loose regulation in natural supplements had resulted in a category where many small brands were being bought up by faceless corporations, and where opportunistic fly-by-night players didn’t always adhere to labeling requirements. The media had been reporting on the unreliability of claims being made by many in the category. Consumers were losing trust. Quantum needed to make sure that wellness-focused consumers knew they could trust its authenticity, quality and effectiveness.

STRATEGY

Doing Right

Because Quantum is a long-standing proudly independent family-owned company with no intention of getting acquired, Trinity focused on making the company’s independence the foundation for how Quantum is different from the fly-by-night or big corporate brands.

We identified and articulated Quantum’s brand promise, “Doing Right,” to reflect the brand’s uniquely principled approach to doing business, and to communicate the key consumer benefit of personal empowerment to do right for one’s self. This message of trustworthiness and empowerment meets consumers’ needs and assuages their concerns in a chaotic and often intimidating category.

CREATIVE

A Natural Way to Break Through

The new identity and package design delivers a distinctive sophistication that places the brand firmly within the natural space while at the same time conveying its efficacy. The premium aesthetic speaks the visual language of a modern, personal lifestyle brand. The hand-painted watercolor brandmark against a pure white palette shows a human touch and promises an effective solution that’s more natural. The distinctive packaging stands out on a crowded shelf, with a visual architecture that is easily navigable throughout the entire natural supplements section. A quieter, cleaner communication hierarchy is easy to shop and understand, reinforcing Quantum as a brand one can trust. The result – an attractive, cohesive, easily extendable system with big impact throughout the entire natural supplements category.