NutraSea

Branding and Brand Extension

For this project, we were tasked with creating a nutraceutical beverage and introduce it and some brand extensions into the market. We were to create a brand from a parent company, and go through the steps of conception to final product. here are the steps taken to realize that goal.

The Brand

The first step was to create a product for a supplement, and devise a logo and product name. I was given Omega-3 and the parent company was Shaklee. Shaklee is a multi-level marketing company that outsources its products to various agents and they sell the products to consumers. It is primarily an online retailer. The idea was to create a product that could be sold in stores which increase ease of availability while potentially bring the consumer to other products offered by the parent company. Thus, NutraSea was born.

The Re-Brand

Once we have established our main product, we were then to create a re-brand, or brand extension to offer other products in the NutraSea line. We drafted a memo which explained the intent behind this.

NutraSea, a leading brand in the omega-3 supplement market, faced increasing competition and a rapidly evolving health and wellness landscape. To maintain and grow its market share, NutraSea recognized the need for innovation in its product offerings and strategic partnerships that would expand its reach and strengthen its brand positioning.

Purpose for the re-brand

To drive growth and solidify its market position, NutraSea aimed to:

Diversify its product portfolio to cater to a broader audience.

Establish partnerships that align with its mission of promoting health and wellness.

Enhance brand visibility and consumer engagement through targeted marketing strategies.

The products created

NutraSea Omega-Burst: Energy & Vitality Blend(shown above left)

Expanding the NutraSea line, Omega-Burst: Energy & Vitality Blend is designed to meet the needs of individuals seeking a natural boost to their energy levels while benefiting from Omega-3 fatty acids. This beverage combines Omega-3s with a blend of natural energizers and antioxidants to support vitality, endurance, and heart health.

NutraSea Kids:(shown above right) Recognizing the gap in the market for children’s omega-3 supplements that are both effective and palatable, NutraSea introduced NutraSea Kids, a high-quality, flavored omega-3 supplement designed specifically for children.

Target Persona

Name: Meg O.

Age :35

Location: Boston, MA

Occupation: Marketing Manager

Family Status: Married with one child

Education: Bachelor’s in Business Administration

Income: Middle to Upper-Middle Class

Home Owner

Lifestyle: Active, Health-Conscious, Family Oriented

Values: Health and Wellness, Family well-being

Hobbies: Yoga, cooking Healthy Meals, keeping up on Social Media

Personality: Proactive, Informed, Community-minded, and Environmentally Conscious

Meg is constantly juggling her career, family life, and personal health, leaving her with limited time to research and implement optimal health strategies for her family.

She is concerned about the nutritional gaps in her family’s diet, especially regarding essential nutrients like omega-3s, given the challenge of preparing diverse, healthy meals daily.

Meg seeks convenient, trustworthy health supplements that are suitable for her entire family but often feels overwhelmed by the myriad of choices and conflicting information available.

Goals and Aspirations:

Meg aims to ensure her family maintains a balanced, nutrient-rich diet to support their overall health, mental well-being, and children’s development.

She is always on the lookout for high-quality, sustainable health products that align with her family’s lifestyle and values.

Meg aspires to be a role model for her children by leading a healthy, active lifestyle and making informed choices about their health and nutrition.

SWOT

I decided to focus on the social media campaign, brand development, use of partnerships, creating a loyalty program with incentives, sustainability, market saturation, and moving the market from online to in stores.

UX Methodologies

By making the use of its products, packaging, and digital platforms both intuitive and satisfying NutraSea is able to provide the following affordances

Product Design Affordances

1. Ease of Opening: Packaging designed to be easily opened, with clear instructions, catering to all users, including those with limited hand strength or dexterity.
2. Dosage Clarity: Clear labeling on the product packaging indicating the recommended dosage and frequency, making it easy for users to understand how much and how often to take the supplement.
3. Portability: Compact and secure packaging that allows customers to take the product with them on the go without risk of spillage or damage.
4. Visibility of Contents: Transparent or semi-transparent bottle design allowing users to see how much of the product is left, helping them know when it’s time to reorder.

Digital Platform Affordances

1. Intuitive Navigation: A website and mobile app designed with an intuitive interface, allowing users to easily find products, information, and support with minimal clicks.
2. Accessible Content: Text, images, and videos that are accessible to users with disabilities, including options for text to speech, alt text for images, and closed captions for videos.
3. Responsive Design: A website that adjusts to fit the screen size of any device, ensuring that users have a seamless experience whether they are on a desktop, tablet, or smartphone.
4. Secure Checkout Process: A straightforward and secure checkout process, with clear options for payment and the assurance of secure data handling, encouraging trust and ease of purchase.

Service Affordances

1. Customer Support Access: Easy access to customer support through multiple channels (phone, email, chat), allowing users to choose their preferred method of communication.
2. Subscription Convenience: An option for subscription-based orders, allowing users to automatically receive their products at regular intervals without having to reorder manually.
3. Educational Resources: Availability of educational content related to health and wellness, enabling users to learn more about the benefits of omega-3s and how to incorporate them into their lifestyle.
4. Social Proof: User reviews and testimonials prominently displayed, affording new customers the ability to gauge product efficacy and make informed decisions based on others’ experiences.

Value Proposition

The original value prop was “effortless, enjoyable, enrichment”. This worked as the original slogan as well. The new brand extensions and partnerships could also use this value proposition, but in an effort to increase inclusivity the new value prop is “ Everyone can take simple, daily steps towards a healthier heart – let’s do it together.”

Mission Statement

NutraSea is dedicated to enhancing the wellbeing of our customers through the power of omega-3s, offering scientifically backed, sustainably sourced supplements that support heart, brain, and joint health for a happier, healthier life. Our commitment lies in providing purity, quality, and innovation in every product, empowering individuals to thrive at every stage of life.”

The Process

I wanted to incorporate visuals that were associated with nature. I wanted to keep the logo resembling that of the parent company (Shaklee) so I focused primarily on the letter “S”. by doing so, it provided a nice focal point in the center of the logo, and can also be used on it’s own to represent NutraSea.

The Solution

After some trial and error, I was able to find a nice balance between the leaf and water icons. The two shapes lend themselves well to the letter “S”, and I chose a nice rounded font which is somewhat modern. It has the feel of a health supplement without being to clinical or scientific, and has a playful feel that makes the viewer feel comfortable.

Proposed Advertising/Social Media/PR

• Launch Event: Virtual kick-off with renowned cardiologists, nutritionists, and fitness experts
• Media Outreach: Press release, talk show appearances, podcasts
• Social Media: #HHC #hearthealthchallenge #nutraseafitbit
• Influencer Partnerships: to participate in challenge and share their journey
• Challenge Engagement: Discounts on merch, free stuff, special incentives for those who meet goals
• Community events: walk-a-thons, virtual races, wellness workshops promoting the challenge and encouraging engagement