BrandtBrand
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Sundown Naturals

Sundown Naturals Vitamins

Packaging & Brand refresh

A popular vitamin brand boasts a new brand purpose.

SUNDOWN NATURALS is one of the largest brands in the Vitamin, Mineral, Herbal, Supplement category.  They came to BrandtBrand with a tremendous opportunity grow further with a new and differentiated product story and brand purpose.

The SUNDOWN NATURALS Brand had been hard at work to create the category’s first “broadline-brand” to be 100% FREE OF…most of the stuff consumers today do not want. Free of GMO’s, Artificial Colors and flavoring, Gluten and far more.

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THE CHALLENGE

 Redesign SUNDOWN NATURALS brand to solve a series of problems that plague the packaging of the VMHS category in general, such as weak branding, dated and cluttered labels, poor shopability, visual clutter at shelf and mostly to effectively communicate the tremendous product innovation now available: “100% Free Of…”. A product benefit that needed to speak directly to the identified target consumer, on a telegraphic level.

 VMHS also faces quite a challenge from private label as well, avid vitamins consumers spend a lot for the supplements they desire, SUNDOWN NATURALS needed to break through and shout outstanding quality.

 

THE SOLUTION

 A fresh bold brand identity was created first. We created the SUNFLOWER icon to communicate a “closer to nature image”, fresher and different from any other brand and consistent with SUNDOWN NATURALS brand essence.

 We then carefully thought through every detail on the packaging to clean it up, assure easy to read labeling, and a clear way to strongly deliver the brand’s powerful differentiated promise of “100% Free Of…”

 

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EARLY RESULTS

 NBTY was able to enter a new channel, all doors of the largest retail chain in the world, giving SUNDOWN NATURALS the burst of growth it so deserved.

Sundown Naturals required breakthrough thinking, and branding on a very truncated timeline. The BrandtBrand team delivered. The new branding brought our new 100% Free Of brand positioning to life in such an amazing manner that we were able to secure significant incremental distribution at the world’s largest retailer. Simply, BrandtBrand helped make that happen. After that initial experience, BrandtBrand has become NBTY’s primary branding partner and have been awarded multiple assignments.”
— Derek Bowen - President, CPG Americas, NBTY
Logo & packaging before redesign.

Logo & packaging before redesign.