A health-focused e-retailer affliated with the world’s largest grocery store wanted to understand opportunities to grow its brand and business strategy beyond a niche vitamins and supplements retailer.
The online retailer now has a true purpose and philosophy guiding how its go-to-market choices and is effectively competing and growign its user base beyond expectations through focused content and products exciting to health-focused consumers. The retailer has a clear reason for being in the larger grocery context in which it operates, and is bringing its leadership in the health space to bare more broadly in the organization.
We explored the broad landscape of health and wellness shifts across consumers, influencers and experts to build a series of personas with distinct health motivations and mindsets to guide choices for brand positioning. With a distinct and inspiring future vision as the north star, we went deep to build a brand strategy, portfolio and pipeline to bring the brand from a functional price player to a lifestyle brand.