Back by popular demand,
By Ron Romanik
Purity Life (a Division of SunOpta) is a marketer of a wide range of natural health products with a number of brands that had been previously underleveraged within their portfolio. A key component of their product portfolio is branded products that they own and distribute throughout Canada. Vivitas was a limited line of supplements that transformed into Vivitas Woman, Quest is a line of multivitamins and supplements segmented for the whole family, and Herbon comprises cough and cold lozenges in a variety of forms. Shikatani Lacroix Design (SLD) was retained to help shape strategy and refine the branding of these products and packages to compete within their respective categories more effectively.
With a limited marketing and development budget, SLD was still able to initiate extensive consumer research to understand the emotive needs of the core target group. Based on these insights, Purity Life and SLD identified a range of strategies that allowed each of these brands to take advantage of unclaimed white space in store with attractive and functional package design while reorganizing the lines with reformulations and new products.
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