Fresh From The Field: Remifemin Brand Positioning and Development — By Spruik
Spruik creates a brand identity inspired by the principles and aesthetics of the Bauhaus design movement.
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
The brief
Remifemin is a high-quality dietary supplement brand supported by 60+ years of medical research. Remifemin products are worldwide across 77 countries and each market works independently to promote to consumers. Here in Aotearoa New Zealand, the product had not been actively promoted for some time and Spruik were tasked to re-engage and build Remifemin’s audience for improved awareness in the market.
Spruik’s first step was to research the competitor landscape, market opportunities and create a framework for long-term growth. Including brand positioning and establishment of the brand eco-system. Then they developed a campaign creative direction – talking to both healthcare professionals (HCPs) and consumers.
Building the Remifemin Brand
Key to building the brand was understanding the product in-depth – it’s mode of action, key benefits and core claims, along with who it’s for and what their symptoms are.
Spruik discovered that the majority of competing dietary supplements in market were using messaging around a term classed as a medical condition. According to the medicines Act 1981, dietary supplements cannot be seen to either discuss medical conditions or be beneficial for such conditions. For therapeutic advertising to remain ASA code compliant, they were not on a level playing field. Spruik and Remifemin’s communication had to be equally as clear in its targeting – while sticking to the code.
Remifemin offers a range of dietary supplements that support women through their years of hormonal change. Research found that individual experiences during this time are multifaceted and encompass a range of physical, emotional, and social factors. Spruik built out the brand positioning and crafted a sympathetic and confident statement to show support and understanding for these psychological and physiological changes: Feel Naturally You
The Design Response
With product packaging artwork as our starting point, the design team crafted the brand ecosystem for Remifemin and its range that speaks to its German heritage. Building guidelines, that tell the brand story and set out a visual framework for all future marketing collateral.
The selected primary typeface, Stolzl, is a highly readable modernist font directly inspired by the principles and aesthetics of the Bauhaus design movement and provide a link to Remifemin’s German made heritage. Stolzl was named after Gunta Stölzl (1897-1983), one of the few female Bauhaus master artists.
Leading with the new brand positioning statement, Spruik developed a go-to-market consumer campaign, drawing further influence from the Bauhaus movement with the use of geometric transitions.
The design represents women going through their years of hormonal change with a positive image of transition. The confident aesthetic and uplifting colour palette help reinforce the notion that “this is not the end; it’s a new beginning” – not to be feared but celebrated.
Finally, Spruik established a media strategy and created additional assets to build awareness, which included radio and digital placements.
Mandatories: Always read the label and use as directed. Dietary Supplements are not a replacement for a balanced diet. If symptoms persist see your healthcare professional. Aspen, New Zealand.
The Design Team
Kathryn Dunn, Business Director
Stacey Morrissey, Creative Director
Nick Walker, Senior Designer
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The Client
Remifemin, Aspen New Zealand
@remifeminnz
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
