The ProfBiotics range was created to commercialise the latest thinking in dietary advice in the form of food supplements.
The vitamins, minerals and supplements (VMS) market is sophisticated, densely populated and highly competitive. room44 project-managed a team to get under the skin of the market and create a range of options for the company.
A research programme was carried out that included a significant semiotic analysis of design cues already present in the market. This informed a deliberate market positioning, aimed at navigating regulatory hurdles and appealing to a tightly-defined consumer segment. The resulting brand established a solid platform for future product development.
This video is an example of the value proposition room44 developed.