Clarity in a confusing category
Following a recent brand identity refresh, nutritional supplement retailer The Vitamin Shoppe saw an opportunity to expand its offering by creating a new brand in the weight management category. The company turned to Dragon Rouge to create a lifestyle brand that stood out in a confusing category, and supported consumers where they are in their weight loss journey.
Dragon Rouge identified key consumer segments and created a targeted brand story that directly related to and extended The Vitamin Shoppe’s brand and values. Building on this brand story, we developed an engaging product architecture based on an easy to understand “step system” to assure ease of navigation. The final design reflects the specific segments or “steps” in the weight management journey, ensuring consistent presentation of the brand while differentiating segments through the application of distinct colour palettes.
The full Next Step range launched in over 600 Vitamin Shoppe stores nationwide.