Problem Solved:

Transforming a Brand to Meet a Changing Consumer Landscape

Industry

Wellness, Natural Supplements & Personal Care

Type of Work

Portfolio & Brand Architecture
Nomenclature Systems
Brand Strategy
Creative Strategy
Identity & Packaging Systems Design
Direct Marketing Kit Design & Copywriting
Brand Stewardship

RESULTS

Overall double-digit growth since launch of new identity and packaging

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Gained significant new distribution, including in Target for the first time

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INSIGHT

CONSUMER TRUST IS FUNDAMENTAL

Consumers were losing trust in natural supplements brands. A combination of rapid expansion and loose regulations had created a category filled with small names bought up by big, faceless corporations and with fly-by-night players who didn’t always adhere to labeling requirements. And the media had been reporting on the unreliability of claims being made by many in the category.

BACKGROUND

POSITIONING FOR SIGNIFICANT GROWTH

Quantum Health, a family-owned natural 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. It lacked both the differentiation and the necessary natural cues to compete effectively on shelf or connect with the rapidly expanding base of light-green consumers. Quantum would need to define and bring to life a compelling brand strategy that would instill confidence in consumers about its authenticity, quality and effectiveness as it fit into their wellness-focused lifestyles.

SOLUTION

BREAK THROUGH IN HEART, MIND & SHELF

Because Quantum is a long-standing and proudly independent family-owned company with no intention of getting acquired, Trinity focused on making that independence the foundation for how Quantum is a more compelling choice than the fly-by-night or big corporate brands. We developed the brand promise of “Doing Right,” to reflect Quantum’s 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 comes through in a design system with an easy-to-shop and understand communication hierarchy, helping consumers navigate the chaotic and often intimidating category. The new identity and packaging deliver a distinctive sophistication that places Quantum firmly within the natural space while at the same time conveying its efficacy. The premium aesthetic and hand-painted leaves speak the visual language of a modern, personal lifestyle brand with a very human touch. The now cohesive and distinctive packaging is easily findable across segments and fits seamlessly into consumers’ more wellness-focused lives.

“We couldn’t be prouder of our partnership with Trinity Brand Group. With their brilliant strategy and creative, we have a brand and a packaging system across all our products that’s synonymous with the natural values we stand for. Since the launch of the new branding, we’ve experienced overall double-digit growth and gained significant new distribution.”

Jason Pellegrini – CEO, Quantum Health