International branding agency, BrandMe, collaborated with leading Finnish company, Leader Foods Oy, to revitalise their VIDA supplements and meal replacement brand. The vibrant new brand world encompasses new identity, range segmentation and packaging design. Critically, it conveys VIDA’s unique brand positioning and promise to “be the most colourful you”, encouraging people to lead a healthy and active life, every day.

In a busy health supplement category, the challenge was to deliver an engaging and emotive brand that enables easy navigation, empowering consumers to find the right products and to convey VIDA’s passion for science. BrandMe’s new brand identity and packaging designs deliver a confident, modern and distinctive image that bring colour and energy across the whole VIDA brand world.

A key aim for BrandMe was to create a clear portfolio segmentation with distinct colour differentiation and graphic illustrations to break VIDA’s existing monolithic pack design. Each segment now brings to life the emotional benefits of their product ranges, reinforces their quality and expertise, and visually evokes the Finnish essence of the brand.

Sari Lija, VIDA Brand Manager at Leader Foods Oy:
“Over the past year, we have worked very closely with BrandMe and it has been very inspiring. The whole BrandMe team has a strategic approach and thorough understanding of brand building through the design. We are confident that the new design will strengthen VIDA’s story of Finnish expertise and production and showcase our passion for inspiring and supporting people with a healthy and active life every day.”

Adam Wilford, BrandMe Creative Director:
“We designed the new VIDA brand look to create strong visual disruption in a chaotic retail environment and bring clarity, calm and ease of navigation to a large and complex range of health supplement products. Both our new logo and the overall design approach focused on capturing the Nordic spirit of this proud Finnish brand, turning a very functional product range into a much more desirable and approachable lifestyle-led brand. Being a health supplement brand, it was also critical to drive authority, trust and clarity of communication and give consumers the best possible experience when interacting with the brand”.