Coley Porter Bell has created a new brand positioning, logo, livery and packaging designs for US well-being giant Lifeplus.
The identity and packaging will be rolled out through the company's international markets over the coming months. For the first time they communicate both the brand's emotional and functional benefits.
The new logo consists of two elements. Multi-coloured brush strokes in abstract expressionist style support the brand idea: "releasing natural power." Beneath it comes the Lifeplus brand name, crafted to express the scientific foundations of the company.
The painterly water colour style is continued through all the company's nutritional products and on stationery, signage and promotional literature.
"It's a very rare opportunity to be given complete creative license to re-brand a company of this stature and commercial success," said Stephen Bell, creative director of Coley Porter Bell. "We wanted the brand to reinforce the company's position as a responsible and honest business, to inspire people to join as associates, and of course we wanted to make the products themselves more desirable and reflect the quality of the ingredients used. These beautiful natural vibrant designs achieve all our objectives."
"This is about taking our business to the next level. This re-brand reflects the beneficial effects of our products and demonstrates how our business model offers people opportunities to do more with their lives," commented Lifeplus international marketing director Tracy McBride.
The brand overhaul came in response to research which showed that the company's products were highly rated. It also found that the company's distinctive take on referral marketing was highly motivating. But its packaging and logo were seen as utilitarian and lacking credibility.
The brief to Coley Porter Bell was to develop designs that would express the benefits of Lifeplus products in a modern and engaging way. But they also had to reflect the company's unique business model which depends upon the energy and enthusiasm of its affiliates for commercial success.