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Defining a Legacy Brand’s Next Chapter
Case Study: HERB PHARM BRAND REFRESH
Defining a Legacy Brand's
Next Chapter
On the cusp of a new era, Herb Pharm entered its fifth decade eager to explore and unleash potential for growth and defend its category leadership. A respected pioneer in the herbal supplements with a reputation for high quality products, its brand was showing signs of age with a visual and communication approach that felt academic and removed. At a time when consumer interest in plant-based wellness was exploding, it was time to invite consumers in and define its expertise in liquid herbal extracts.
Amplifying What’s True
Through discussion, observation, study and experiences, we developed a robust strategy to more reliably connect with consumers, strengthening and modernizing brand storytelling and dialing up emotional connectedness. Research told us Herb Pharm could fill the role as a trusted guide, inspiring and empowering people who want to be in charge of their own wellness. Throughout the process our goal was to honor the brand’s core values, intent and rich heritage, while reaching a new generation of wellness seekers.
Guiding a Brand Revival
Our strategic work culminated in a robust brand guide setting standards and ensuring cohesion. We expressed Herb Pharm’s history via story, captured its vision via an inspiring manifesto, and conveyed differentiators via honed positioning and supporting brand pillars. In addition to standard graphic elements, we created iconography, a new brand slogan, ready-to-go messaging and creative expressions that showed how their new brand approach could be brought to life.
Creating a Vibrant Expression
While the packaging and logo remained unchanged, we embraced the opportunity to reflect the full vibrancy and sincere commitment to integrity that we knew to be true with the brand and its people. We built an entirely fresh visual and communication eco-system that leaned into the new ethos of “we take care of plants, so they can take care of people.”
Launching the Transformation
Previously, Herb Pharm’s exclusive focus on plants, farming and herbalism obscured what people wanted: to live in sync with nature. Through a considered shift, we helped Herb Pharm reimagine how they could express themselves as an expert guide, connecting to people through a shared belief in plant-based wellness. Defined brand standards, and a welcoming visual approach helped transform their website and digital feeds, sowing the seeds for growth.
