The Vitafy “BodyLove” brand is Germany’s first weight management retail brand that meets the highest standards of organic quality and “free-from” products. It is aimed specifically at nutrition-conscious consumers who want to manage their weight naturally without compromising on enjoyment. The range includes a variety of high-quality products – from protein-rich snacks and nutritious meals to functional foods that provide optimum support for the body.
We implemented a packaging relaunch for the complete Vitafy “BodyLove” range to give the brand a fresh, modern and appealing appearance. The challenge was to carefully revise the reduced design of the old packaging and at the same time create a new visual language that conveys more taste, freshness and naturalness.
To achieve this, we relied on a clear, intuitive design that emphasizes both the high-quality ingredients and the variety of flavours in the products. The combination of natural colors, appetizing food visuals and modern typography ensures an appealing brand presence at the point of sale and a stronger emotional appeal to the target group. This relaunch positions Vitafy “BodyLove” even more clearly as a trustworthy, sustainable and innovative brand for conscious nutrition.
As part of the relaunch of Vitafy “BodyLove”, the logo was redesigned to create a more modern and appealing brand identity. Not only was the design language refined, but legibility and recognizability were also optimized so that the logo now more strongly reflects the brand’s core values – quality, naturalness and functionality.
In addition, a new typography was developed for the variety designation, which enables a clear differentiation of the individual products and emphasizes the value of the product line. The new typeface combines a modern, clean look with a high level of reader-friendliness and blends harmoniously into the revised packaging design.
Another key element is the introduction of the subline “clean shaping”, which now makes it clear at a glance that Vitafy “BodyLove” is a food brand for weight management. This specifically developed brand message clearly communicates the health and nutritional added value of the products and underlines their focus on a conscious, figure-conscious diet without compromising on taste.
These design measures give the brand a fresh, dynamic and at the same time trustworthy brand image that is clearly positioned both in stationary retail and in online stores and appeals specifically to the target group. The new color scheme has a fresh, feminine look and makes for a strong facing on the shelf.
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