Nutraceutical Re-brand

Re-brand Assignment Description

People started searching for natural alternatives like nutritional supplements and become more aware of their health, which sparked the rebranding project. We were assigned the task of creating a nutritional drink with a new name and design for our bottler company, YoungLiving in my case. After that, we looked into the bottler firm and the concept behind our new brand. I made an essential oil nutritious drink called “VitaFusion” with probiotics. We explored the target persona, value proposition, mission statement, marketing channels, and brand extensions.

Original Brand and purpose

Lehi, Utah-based “YoungLiving Essential Oils” is the name of the original brand. Their area of expertise was producing essential oils for use in diffusers. By producing tea, cosmetic goods, and granola bars, they also broadened their brand. New natural health and wellness options are always needed, as they are a practical means of preserving health by meeting particular demands.

Giving customers the chance to taste essential oils in a healthy beverage was the goal of this rebranding. When it comes to drinks that include essential oils, they don’t have much competition, so this could spark something new in other industries. A brand’s diversification can create additional revenue streams for a company. It also offers the chance to explore various sectors of the market and find fresh, potentially profitable company ventures.

Buyer Persona

A lady named Daisy who lives in Los Angeles, California, would be my buyer persona. Her job would be teaching yoga. I believe that this individual would test my product because it is made entirely of natural essential oils, people who teach yoga are also very healthy, and those who work at a medical spa occasionally use essential oil diffusers. I would tell her about the drink’s ingredients and how healthy it is for you.

SWOT Analysis

The discoveries in my research were that YoungLiving’s mission statement is to empower wellness, purpose and abundance for communities around the world. VitaFusion would gain more recognition for the brand and they will get higher revenue. Young living has a competition against Oticon. The threats would be touch competition or the audience not finding a parallel between the new brand and the company.

UX Methodologies

Affordances: The affordances are helping the planet positively by achieving zero waste with packaging easy to be recycled using pure ingredients in their oils with natural ingredients. They use refreshed boxes, bags and tubes that are 100% recyclable and offer more durability.

Enhancements to the present UX: Making this product will be able to be office friendly, if you were to use essential oil diffusers in an office, that wouldn’t be practical if shared or if people come in, people can be allergic. With the new drink line, it would be office friendly, as it is being consumed by you and only you. This product will also be handy when taking it on the go, it’ll be in a recyclable can which can be thrown away in any trash can. You aren’t able to take an essential oil diffuser with you but you are a drink. This product would be sold online for the option to choose variety packs of drinks to your choosing as well as in stores. Singular cans OR packs.

New Value Proposition

“When Taste Meets Wellness”. When you are tasting the product, it’ll give you great wellness for a nutritional life balance.

New Mission Statement

“Vitafusion, where flavor meets functionality, and every sip unleashes a symphony of essential elements, nourishing your body and revitalizes your spirit. We crafted a fusion of wellness and taste that transcends hydration and elevates your everyday experience to a healthy vibrant life.”

Logo Process

I knew I wanted to incorporate some of the Young Living logo assets into this new logo, the leaves and oil droplet. Starting off this logo, I created 8 simple designs and created a few sample mockups.

I brought the design into Adobe Illustrator and began designing. I wanted it to be simple but effective. I took a day to design just the layout of the words and how I wanted to create the word “fusion” into my logo. I chose the colors blue and green because green means starting a healthy life style (new beginnings) and blue means trust and stability (your trust is in our hands).
My final logo is just how I imaged, the V sits right on the F and I grouped it together and put a gradient on it for fusion.

Extensions and Branding Possibilities

Line extension: VitaFusion X Tazo: EssenBal oil Iced Tea. A few of Tazo’s tea bags already use some essential oils in their ingredients, but this will give VitaFusion a better opportunity because they do not create iced tea. This will help branch out the brand from not replicating the same drink ideas and expanding to different audiences and products.

Brand extension: VitaFusion EssenBal Oil Skincare cream: VitaFusion X First Aid Beauty: Essential oil skincare cream. This cream will have a proprietary blend of premium essential oils and plant-based ingredients to hydrate and refresh. First Aid beauty specializes in skincare from loBon to toner to deodorant. These companies will go hand in hand by creating a product suited for both audiences.
Co-branding possibility: VitaFusion X Friendsheep: reusable wool eco essential oil dryer balls. You can reduce drying time by 30%, reduce waste, save energy and money. Friendsheep also creates and sells essential oils, this brand has a high rating of sales already so partnering up with them, should hopefully give us brand awareness.

Proposed Advertising/PR/Social Support

Advertising: There are three different marketing ads that will be included for Vitafusion. A video ad would be accomplished by hiring a known celebrity or influencer that would promote my brand. This will bring awareness to the brand from their supporters. This video will have a storytelling plot and effects. The other marketing ad would be a billboard. This could also have an influencer holding the can with the logo and value proposition and lastly an SEO ad, for nutraceutical companies relating to wellness benefits, to succeed, vita fusion must show up when consumers go online and find information about heath and wellness and see can accomplish that.

Market sector: this product would be located in grocery stores, cvs and target. They would be in an aisle next to other heathy probiotic drinks. There will also be a POP display strategically placed near checkout counters, ends of aisles and high traffic areas. This will showcase a new product, bring brand awareness and increase sales.

Public relations: this pr campaign will be a mural on a building in a popular location. People will get the opportunity to take pictures with it, also using the hashtag #Vitafusion when posted to social media. This will capture attention, reach high audiences, and start conversation.