THE BRIEF 

VITABIO, a pioneering organic brand for the past 25 years, committed and reassuring, aims to relaunch its brand under a new identity to broaden its audience.

VITABIO’s objective was to break away from its current identity, which was unclear, lacked visibility, and did not convey the brand’s promises nor align with the new codes of the organic market.

Their ambition:

•Establish a brand position centered around pleasure as a daily companion

•Create a desirable and engaging universe

•Increase impact on shelves

•Communicate the breadth of its offerings and diversity of promises

•Innovate more broadly in the future

OUR SOLUTION

For VITABIO, the challenge was to reconstruct a brand territory focused on experience—thus an aspirational space—while emphasizing the functional promises of its products (energy, vitality, etc.).

Lonsdale recommended that the brand develop new assets aligned with the new organic market codes. A thorough study of these codes was then conducted by Lonsdale’s strategic planning team to inspire the creative process.

At the same time, an in-depth analysis of the categories and segments covered by the brand—within specialized organic networks, Bio shelves in mass retail, and para-pharmacies—was carried out to consider the identified codes and specific signs.

We created a new brand territory for VITABIO, based on the brand’s commitments in terms of sourcing, and leading toward the expression of vibrant, nature-inspired gourmet offerings.