Creative agency Free The Birds reveals its latest work for global life sciences company Bayer: revamping its VMS (vitamins, minerals and supplements) brand Supradyn for the consumer health market.

Established in 1959, Supradyn’s previous packaging design had become dated over time and no longer communicated the level of efficacy consumers are looking for today.

Free The Birds was tasked with aligning the portfolio across all markets and communicating the new positioning of ‘Recharge your Strength’ through new branding, packaging design, typography, illustration, and improved colour palette. The brand identity has been re-energised to reflect Supradyn’s new positioning across all ranges: Core Energy, Immunity, Kids Development, and 50+ Vitality. A new circular device now heroes the Supradyn name on pack within a strong shield-like shape, creating a bold brand presence on shelf.

A new colour palette has been introduced across the portfolio to ease navigation: yellow and orange define the master brand identity while darker orange, blue, green, and teal differentiate the product ranges. These colours are featured as gradients on the packaging, making it feel more dynamic and vibrant.

Free The Birds also created bespoke icons on packs to clearly communicate the benefit of each product whilst aiding navigation across the product portfolio. The children’s range also features illustrations of superhero characters, engaging younger consumers in the product and adding a sense of fun and playfulness. All the new brand assets are also used on the brand’s website and social media, keeping the branding consistent across all platforms.

Nick Vaus, Partner and Creative Director, from Free The Birds commented: “Whilst we needed a global design approach, we also had to consider the individual regulatory challenges that the vitamin market faces. The new brand identity retains the existing brandmark but introduces a stronger overarching global design framework that is easily recognisable on shelf. The new bright and confident identity elevates Supradyn’s leading position in the consumer health space and supports the brand on its future growth journey.”

Midori Morgan, Global Brand Director at Supradyn/Berocca added: “The new packaging design not only reinvigorates our brand messaging but strengthens our position as Europe’s number one vitamin brand. Free The Birds has been an excellent partner to work with throughout the process and we are delighted with the evolution of our brand identity which remains consistent with our heritage and product benefits that we are so proud of.”

The new branding and packaging for Supradyn has been rolled out in Russia and will be available across Europe in the year ahead.