THE RIGHT DOSE OF ENERGY
More and more people rely on vitamin and mineral supplements to enhance their nutritional intake. Consumer expectations run high, and these products must convince buyers of their effectiveness, often with little more than a label a few centimetres square. Such was the challenge set for us by the Famili-prix pharmacy chain, who entrusted us with the creation of the identity for Novalis, its new private-brand vitamin offering.
The orange-hued Novalis logo, focal point of the brand identity, strikingly conveys the essence of vitality. The effect is particularly impressive when multiplied across an entire shelf display of containers.
Attracting attention isnt enough, however. The brand must also guide consumers in their choices. Our colour code does that by subdividing the Novalis line into three categories: vitamins (orange), minerals (blue) and plant-based products (green). The buyers gaze is then led to the statement of the contents, which, though subordinate to the brand, remain explicit. We also set aside space for complementary claims (e.g., no sugar, no lactose), which are always key selling points. The high quality of the graphic design also contributes to strengthening the bonds of trust.
Novalis was launched recently and won instant credibility. In fact, demand was so strong that all Famili-prix outlets soon ran out of stock!