The Power of RevitaTrim: LifeVantage’s Solution to a Weigh-less Lifestyle
About the Brand
LifeVantage started its business to help its target audience with their natural aging process and wanted to change how people were aging as a whole so its scientists did some research and observed the effects of oxidative stress the key factor to the aging process. Once they discovered how the body naturally responds to the component they then developed their first-ever, best-selling product Protandim® Nrf2 Synergizer® which was designed to reduce oxidative stress by 40%.
Original Brand Mission and Objectives:
To leverage the power of relationships to unlock the health and wealth of every life we touch.
The scientists behind LifeVantage never accepted aging as a fact of life. This is what happens when you age, you get wrinkles, and you lose energy. LifeVantage was founded on the question “What are we going to do about it?” what this meant for them is that it doesn’t matter what happens in life, it’s how we respond that matters, and this formulated their drive for their products and company.
The Solution for Rebrand
With our extensive research and situational analysis of the target audience we wish to segment and focus on, we decided that it would play off the brand’s weakness since LifeVantage already has tremendous strengths amongst its competitors there was just one thing they were lacking. That was a nutraceutical beverage that provided support on weight management, as their currently existing product line for weight control was in low supply and demand. We believe that playing off the company’s current strengths about wanting to bring life back into lives we could come up with a new brand/product line that would increase LifeVantages’ hold on the market and even expand into younger audiences and slightly older ones included.
Furthermore, our team behind RevitaTrim wants to enhance the product and brand of this nutraceutical line we will create separate packaging threads to target each of the market segments; one for Gen X and Y, and the other for Gen Z. We will also take on social media to create some engaging social media posts that orbit each of the consumers separately so they know about said product line and ensure they can’t get enough this healthy beverage, and make it priority on their shopping lists. I truly believe that with my help the new consumer market will be able to interact with this product line by simply driving down to their local health market, CVS, Supermarket, or Fitness/Recreational Center and purchasing this beverage through the distributors. This ensures that your new product reaches its designated marketing segments.
Target Buyer Persona:
SWOT Analysis/Diagram
From the SWOT analysis, I was able to determine information about the direction I wanted to take with the Brand RevitaTrim and aim towards creating a new line of nutraceutical products that will be certain to reach the Gen Z consumer market and fly off the shelves thanks to the unique and innovative logo, and packaging designs. This line will feature many stand-alone flavors that have a refreshing and familiar taste as well as incorporating the health and wellness aspect to ensure the brand aligns very well with current distributors such as introducing an ingredient that is famously known for weight management, accelerated metabolism, and improved athletic performance. Because of these positives, the beverage will be a nutrient-infused beverage water with natural flavors and including this main ingredient. This beverage will not only be nutrient-infused but also include the mandatory amount of calcium for all your millennial and Generation X consumers looking to remain healthy and grow strong bones. For the newer opportunities, we will also be creating a second product line to target Generation Z for those who want to maintain their energy without a crash while keeping up their athletic performance and dietary options.
What are the UX methodologies?
The process of designing products that are useful, easy to use, and a pleasure to engage. During my research about the nutrient I was going to design my packaging for, I came across a couple of limitations that spoke to me; Garcinia Cambogia has many weight-loss capabilities as a superfood tropical fruit, but the supplement products that it is made with is not meant to be taken if the person with Bipolar Disorder (BPD).
Limitations of Product:
Following the limitations; the many affordances that the target audience can receive from this product are:
Product Supply and Demand
We believe that the average Millennial and Gen Z population are working really hard to maintain peak performance in their everyday lives, but due to this positive, they have outgrown their time to keep up their physical and mental well-being. Our solution to this is to create a new line of products that cater to this market, so the population can work effortlessly to maintain a healthy body and diet while keeping up their daily performance.
Sketch Concepts/Iterations
Throughout the sketching and concept development for the logo, as the art director of the brand I had to scrap and resketch multiple ideas in order to finalize an idea that I knew I could work with. Once I established the type of logo design I wanted to create which was a dynamic horizontal but also vertical as it could work across all forms of packaging and advertising campaigns (e.g. P.O.D., Poster, Social Media, Billboard, etc.)
At first, I wanted to create a logo that incorporated the type in a fancy way and have some graphic embellishments within the typeface, but unfortunately, it was not reading the way I wanted it to and I knew that if I was struggling to read the logo then the viewer would also have a hard time comprehending the logo design.
The ultimate conclusion I came to was to keep the overall logo as simple as I could make it but not too simple to where it wouldn’t be able to be used across multiple media outlets.
The Challenges of a New Brand
If I was asked today about what the most challenging part was, and if the struggle was worth it? I believe the hardest part about creating something from scratch is all about research, understanding the how market regulates and where to perfectly place a product and its associated lines where it will be most recognized by the target market you are trying to reach. To do this a creative director needs to into account the 3 phases of business marketing.
While LifeVantage doesn’t have a nutritional beverage, they have drink mix pouches. There is an opportunity here to take the drink mix flavors they already have build beverage packaging for it as well as possibly expand their flavor selection. This ties into the usefulness behind the nutraceutical line extension for LifeVantage, which would expand their market share, besides what they already are known for. An idea that I have is taking the tropical fruit; Garcinia Cambogia and making a dietary nutritious water that has the same effects as the supplement pill/gummy. For different line extensions take that element and combine it with multiple flavors.
With these challenges in mind, I already had a creative approach I wanted to take when designing the Can, and 4 Pack Packaging Mockups for RevitaTrim. I know that the average consumer loves colors and imagery so I thought what if I combined color-coding the cans to their designated flavors and have those flavors correspond with certain feelings? Examples of this would be the Tropical flavors I came up with; Coconut-berry and Just Mango to give the consumer that joyous and energetic feeling of being in the tropics.
New Brand Value Prop
Revitalize Your Body. The Ultimate Hydration Experience.
Whether you’re hustling through a busy day, powering through a workout, or unwinding after hours, RevitaTrim empowers you to seize every moment with vitality and vigor. Our beverages are your trusted companion, enhancing your focus, replenishing your energy, and promoting overall well-being, so you can thrive in every aspect of your life.
Brand Mission Statement
At RevitaTrim, we believe in the power of nourishing the body and mind. Our mission is to redefine the beverage experience by delivering a line of nutrient-infused drinks that not only tantalize taste buds but also support overall wellness. We are committed to helping individuals achieve their health goals while savoring the deliciousness of life.
Can Design
