Vitamix is a local natural and organic retail business that started online in 2008, and in 2015 opened the first brick-and-mortar location out of the 65 it currently owns nationwide. Out of the need to remain relevant in front of modern shoppers, Vitamix turned to us to mark its repositioning into a one-stop-shop for a healthy lifestyle by updating its visual identity and communication style.
Through the continuous expansion of the chain of stores and the permanent adaptation of the portfolio of brands and products to the needs of customers, Vitamix has become the most dynamic player in its category, enjoying organic year-on-year growth with limited marketing and promotion actions.
Recently, in order to keep up with the trends in high-profile retail and in the desire to make the transition from the traditional nature store image to that of a one-stop-shop offering solutions for the healthy lifestyle of the modern shopper, Vitamix has initiated a process of redesigning its locations. With him came the need to refresh brand identity and communication to support this repositioning.
Following discussions with the Vitamix founders and analyzing the retail category in which they operate, we identified the challenges and criteria that the new identity must meet, so that the brand retains its relevance to current customers and at the same time becomes a shopping destination that resonates with the habits and preferences of a young, active audience.
Hence the inspiration for the brand's promise expressed in the slogan “Your Vitality Mix”, which also serves to clarify the meaning of the name Vitamix, to remove the frequent association at the functional level with one of the main categories of marketed products - vitamins and dietary supplements.
In terms of visual identity, the Vitamix team wanted an update of the logo, the requirement being to rethink the apple symbol so that it retains its recognisability and connection with the naturist universe, and also to mark the repositioning into a lifestyle brand. Thus, we redrew the apple as a simple, minimalist graphic symbol, whose outline forms a heart, giving it new meanings that evoke the care for a healthy life and the brand's promise to be a source of vitality for its customers. The font chosen, Houschka Pro, is a clean, modern sans serif that uses rounded corners and fluid curves to create special characters with a humanistic, friendly touch. The vibrant color palette, in which shades of green predominate, comes to complete the fresh, current visual language.
With the help of symbol shapes, the versatility of the chosen font family and the extensive color palette, we have developed a unique, coherent visual style that supports the different needs and communication messages of the brand.
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