Keepwell | Blended by Nature Created by OTTO
SCOPE
Creating a lifestyle brand around a nutrition beverage.
BRAND
The French pharmaceutical company Waypharm came to America with a big idea – to establish a company focused on creating nature-based, scientifically designed nourishment products for on-the-go women and men. Working with the University of Florida, the company formulated all-natural products that encourage people to stay healthy, active and engaged in their daily lives.
POSITIONING
The newly formed American Company turned to OTTO Brand Lab to help bring the concept of a science-based, nutrition beverage to life.
STRATEGY
- Customer Insight Research—Qualitative and Quantitative
- Brand Positioning—Corporate and
- Consumer
- Tagline
- Naming
- Brand Narrative & Messaging
- User Experience Mapping and Development
Design
- Logos & Visual Systems
- Video & Brand Animations
- Image Library
- Brand Standards & Guidelines
- Exhibit and Event Design
- Naming
- Brand Voice
- Content Strategy & Development
- Language Lexicon
- UX/UI
- Website Design
- Packaging System
ACTIVATION
- Sales Engagement
- Launch Planning
- Advertising—Digital and Print
- E-Commerce & P.O.P Materials
- Social Media
- Influencer Engagement
- Digital & Website Maintenance
Science, Nature, Life
Science: Our products are grounded in leading-edge science and were developed by a REAL scientist.
Nature: Our products contain natural ingredients that feed the body and provide strength and energy, as opposed to many of our competitors that simply stimulate the body or provide supplements.
Life: Whether we are helping an ailing patient to gain strength or enabling a consumer to get the nutrients they need, our products are focused on helping people to live more vital lives.
The variety of color combinations in the marks are based on the natural ingredients in the KeepWell products. Each flavor has a unique logotype taken from the fruits in each flavor.
Simple and to the point, this line originally read “created by nature, blended through science.” We lost, it still works.
With the limited palette of a 6-ounce. serving, we achieved shelf presence by designing a bottle that is pure, unique and approachable. Each flavor is represented by a color-coded logotype that differentiates the flavors and helps people to remember the brand name.
In partnership with LuluLemon, we created live promotional events on the beach and in yoga studios, as well as a collection of limited-edition promotional gear.
The KeepWell Foods website is friendly, approachable and acts as a resource for people trying to live a healthier life. The blog postings and up-to-date content allow KeepWell customers to make sound decisions regarding a variety of heath-related issues and trends. The look and feel of the site ties back to the core principles behind the brand: science – honest fact-based content; nature – nature-based imagery; clean design; life – vitality, humanity.
Challenge
The French pharmaceutical company Waypharm came to America with a big idea – to establish a company focused on creating nature-based, scientifically designed nourishment products for on-the-go women and men. Working with the University of Florida, the company formulated all-natural products that encourage people to stay healthy, active and engaged in their daily lives.
The newly-formed American Company turned to Otto Brand Lab to help bring the concept of a science-based, nutrition beverage to life.
Strategy
We assembled a team of industry experts to help define the opportunity, the purpose and the audience for the product. After thorough analysis of the nutrition industry, the OTTO Brand Lab team developed a crawl, walk, run strategy to build brand awareness through targeted audience channels.
Based on three founding brand pillars—science, nature, life—we positioned and created a category-defining brand name for the company: KeepWell Foods.
The brand strategy helped the company develop a focused strategy with tremendous growth potential. The KeepWell Brand Promise: We have gone to great lengths to make this product as natural as possible and to deliver as many essential nutrients to the consumer as we can, in one convenient packaged serving.
Packaging
With the limited palette of a 6-ounce. serving, we achieved shelf presence by designing a bottle that is pure, unique and approachable. Each flavor is represented by a color-coded logotype that differentiates the flavors and helps people to remember the brand name.
Website
The KeepWell website was developed as a friendly, approachable resource for people living a healthier life. Blog postings and up-to-date content allowed KeepWell customers to make informed decisions about heath-related issues and trends.
Outcome
What started as an idea for a product became a branded lifestyle. We helped the company capture a total brand idea.
Through social media, public outreach and industry events, we have helped the company build market and consumer brand awareness, culminating in the first shipment of product and the planning for the next phase of development and distribution.
