Branding the science of nature
CocoaVia came to us with a serious challenge: to find the sweet spot between science and nature, and to plant their flag firmly in the middle.
The company’s cocoa extract supplement is aimed at the health-conscious 45+ market. Research showed these affluent consumers opted for CocoaVia products for two major reasons: their naturally sourced ingredients, and the 20 years of scientific research behind them.
Our job was to refine the CocoaVia brand identity in a way that would bring together these two traditionally opposing themes, reinforce the proven health benefits of the products, and retain the visual markers that customers had come to know and trust.
Our first task was to develop a number of visual cues on the product packaging that would shift the brand firmly into the premium health market.
We removed the brown from the packaging design in favour of a cleaner, lighter design with prominent health benefit messaging to appeal to CocoaVia’s educated market. We also created a number of Direct To Consumer packs for the core range, offering more flexibility in how the product is included in its customers’ health plans.
Finally, we adjusted the messaging on and around the products, making them easier to find and understand online, in-store and on pack — a key part of our Connect in Full methodology.