the NutriCentre Case Study

NutriCentre Case Study
Strategy, branding, packaging, interiors, style guides.
“Honey partnered us to bring
this brand to market, by
really understanding market
trends and consumers.”
Alyson Jakes − Head of Design, Tesco
Honey - Commercial Brand Partners:
Commercial Planning, NPD Innovation, Branding,
Design, Digital and Marketing.
[email protected]
+44 (0)7977 998001 honey.co.uk
11 wins in
8 years.
NutriCentre Case Study
Strategy, branding, packaging, interiors, style guides
NutriCentre brand made
healthy for Tesco launch
NutriCentre is given a brand overhaul in
preparation for major supermarket launch
and the unveiling of contemporary and
credible ‘healthy living zone’ for consumers.
NutriCentre is one of the world’s largest
nutritional product suppliers, with over 30,000
product lines across 400 brands. Their success
attracted interest from Tesco, who had recently
purchased the company with the intention of
keeping it as a stand-alone brand. So how could
NutriCentre communicate their proposition and
differentiate between own-label in a competitive
new supermarket environment?
PREVIOUS DESIGN (NOT BY HONEY)
Honey - Commercial Brand Partners:
Commercial Planning, NPD Innovation, Branding,
Design, Digital and Marketing.
[email protected]
+44 (0)7977 998001 honey.co.uk
11 wins in
8 years.
NutriCentre Case Study
Strategy, branding, packaging, interiors, style guides
ENERGY
Tesco came to us and asked for
a contemporary and credible
brand identity that reflects the
nutritional proposition and
promise of NutriCentre.
GENERAL HEALTH
WOMEN’S HEALTH
CHILDREN’S HEALTH
HERBALS
IMMUNE SUPPORT
The health sector is highly competitive and there are many other
brands on the market offering vitamins, minerals and health
supplements. So what made NutriCentre different? We started by
getting out there and finding out what was going on in the market.
We discovered that consumers were more likely to buy nutritional
supplements from a supermarket than from a specialist retailer.
Busy lifestyles also meant that people were eating more meals on
the go, increasing consumer demand for healthy supplements.
Many products on the market claim to be healthy, but few are
scientifically proven.
NutriCentre’s unique offering was that they actually employ qualified
nutritionists to give people free advice and offer the specific
supplements people need.
DIGESTIVE HEALTH
JOINT CARE
DETOX & SLIMMING
OMEGA OILS
HEART HEALTH
MEN’S HEALTH
MINERALS
SPECIAL FORMULA
Honey - Commercial Brand Partners:
Commercial Planning, NPD Innovation, Branding,
Design, Digital and Marketing.
[email protected]
+44 (0)7977 998001 honey.co.uk
11 wins in
8 years.
NutriCentre Case Study
Strategy, branding, packaging, interiors, style guides
This insight helped us define a
modern brand that would approach
nutrition and health in a completely
new way. We decided to fill this gap
in the market by creating a ‘healthy
living zone’.
People could come for friendly and
qualified advice, as well as alternatives
to conventional medicine such as a
wide range of vitamins, minerals and
nutritional supplements. But first we
needed to change their branding.
Honey - Commercial Brand Partners:
Commercial Planning, NPD Innovation, Branding,
Design, Digital and Marketing.
[email protected]
+44 (0)7977 998001 honey.co.uk
11 wins in
8 years.
NutriCentre Case Study
Strategy, branding, packaging, interiors, style guides
We took our inspiration from the PH balance
symbol and created a clean and contemporary
identity that looked more credible and scientific
than their previous branding.
We used natural colours for the new logo and
put together a complete style guide explaining
how the new branding should be used across
a variety of different platforms including their
website, promotional literature and packaging.
• Designed a credible and contemporary identity
based around the PH balance symbol
• Created new packaging for their product range
to reflect their brand values
• Developed a style guide to make sure the brand
was consistent across multiple platforms
• Designed NutriCentre store interiors to bring the
concept of a ‘healthy living zone’ to life
Honey - Commercial Brand Partners:
Commercial Planning, NPD Innovation, Branding,
Design, Digital and Marketing.
[email protected]
+44 (0)7977 998001 honey.co.uk
11 wins in
8 years.
NutriCentre Case Study
Strategy, branding, packaging, interiors, style guides
After creating the new identity
and packaging for NutriCentre,
we then came up with store
concepts to bring their brand
proposition to life.
These designs were for ‘stores within a store’ and would
build on communicating credibility and a sense of balanced
wellbeing. The space was divided into clear colour coded
sections and featured a nutritional advice counter and
information touch screens for consumers.
Honey - Commercial Brand Partners:
Commercial Planning, NPD Innovation, Branding,
Design, Digital and Marketing.
[email protected]
+44 (0)7977 998001 honey.co.uk
11 wins in
8 years.
NutriCentre Case Study
Strategy, branding, packaging, interiors, style guides
Tesco soon opened their first NutriCentre store (aside from the main
Hale Clinic) inside one of the Tesco supermarkets in London, offering
an abundance of health information and staff knowledge.
The store was such a success with
consumers that the brand quickly
grew to 18 stores across the UK all
clearly communicating NutriCentre’s
values and offering a ‘healthy living
zone’ for today’s consumers.
Honey - Commercial Brand Partners:
Commercial Planning, NPD Innovation, Branding,
Design, Digital and Marketing.
[email protected]
+44 (0)7977 998001 honey.co.uk
11 wins in
8 years.