The branding and design agency Lonsdale partnered with Vitabio, a pioneering brand in organic products, to create a new identity that repositions it as a desirable choice for consumers. With over 25 years of heritage in the organic market, Vitabio sought to expand its appeal and convey its brand values in a way that aligns with modern expectations of organic products. Our mission was to craft a bold and memorable brand identity that resonates with Vitabio’s commitment to quality, innovation, and ethical sourcing.

Vitabio’s previous identity did not fully capture its potential or reflect the evolving codes of the organic sector. It lacked the visibility and clarity necessary to communicate the brand’s promises and values effectively.

We redefined Vitabio’s brand territory around the concept of indulgence, blending aspirational qualities with the functional benefits of its products, such as vitality and energy. The new brand assets were carefully designed to meet the contemporary codes of organic branding, emphasizing freshness, vibrancy, and authenticity.

The strategic planning team conducted an in-depth analysis of the codes across organic segments, including specialized retail and pharmacies, to ensure our recommendations were both relevant and inspiring. This analysis informed a new brand territory for Vitabio, focused on the idea of a vibrant, nourishing nature.

The new visual identity stands out with a strong, reassuring graphic language anchored in organic expertise. The symbol of a sprouting seed reflects Vitabio’s commitment to quality and ethical sourcing, representing growth, purity, and vitality. This new identity becomes a metaphor for Vitabio’s lively ingredients and the brand’s core promise of authentic, ‘living’ flavors.

By using powerful brand assets and a distinctive tone of voice, Lonsdale translated Vitabio’s values of transparency and indulgence into an approachable, nature-inspired design. The identity was also structured with fixed and flexible graphic elements, providing a foundation that can adapt as the brand expands into new categories.