Fresh From The Field — Vitasport – By Dow Goodfolk
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.
Dow Goodfolk walk us through their recent work developing a new brand story and growing the brand identity for Vitasport.
Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.
Vitasport is a range of electrolyte drink powders, packed in sachets that make them cheaper and more portable than bottled electrolyte drinks. But they do the same job! They replace the essential electrolytes, fluids and carbohydrates that you lose through exercise, activity or illness.
Vitasport felt that their existing brand assets were limiting and difficult to use. They asked us to help them increase their marketing presence by giving them better brand assets and guidelines. The new assets had to fit seamlessly with the existing packaging which wasn’t changing.
The Design Response
After listening to what Vitasport users said about the brand and product we thought, well it’s not just Vitasport, is it. It’s Vita on the job. Vita walk the dog. Vita hit the festival. Vita pack an all-nighter. It may be a humble sachet of replenishment, but it’s punching way above its weight when it comes to side hustles. We wanted to bring that multitasking energy to its new brand system.
We developed a new brand story for them and grew their identity to speak to this multi-hyphenate product with energy and vitality.
This involved giving their existing assets of water drop and lightning bolt a cool, modern makeover with new patterns, formatting, and typography. We focused their brand imagery on positive and uplifting images that championed the diverse users and moments that Vitasport is used in. We gave them a strong system for their social media with rules for how to combine text and imagery for each of their three product ranges – Original, 99% Sugar Free, and Caffeine+ – so consumers had an easy way of recognising the different ranges that they offer. And we incorporated motion graphics for powerful digital engagement.
Vitasport now has a gutsy graphic identity with ownable assets and some clear lanes for its ranges to run in. And it’s got some good stories to tell.
Deliverables included strategy, brand identity system, brand guidelines, social media templates, social media motion ads, website template and icons.
The Design Team
Donna McCort – Creative Director
Georgia Billman – Designer
Haidee Wallace – Account Director
Annie Dow – Managing Director
Instagram – @dowgoodfolk
Linkedin – @DowGoodfolk
The Client Team
Walter & Wild
Instagram – @vitasportnz
Linkedin – @walterandwild