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Natural supplements brand gets a transformative redesign

Quantum Health swaps drug-store efficacy cues with a focus on nature for the packaging design of its natural health supplements, resulting in double-digit sales growth for the brand.

The redesign encompasses 101 SKUs across 11 sub-brands.
The redesign encompasses 101 SKUs across 11 sub-brands.

Family-owned Quantum Health of Eugene, OR, has been in the natural health supplements market since 1981, offering products that aid in skin care, oral health, immune support, eye health, and more in over 35,000 stores in the U.S. and Canada. From the start, Quantum’s focus was to source only the highest-quality, research-supported ingredients to ensure product effectiveness.

Several years ago, the company realized while its product range was strategically positioned to take advantage of the growing wellness trend, its brand had not evolved over time and now lacked both the differentiation and the necessary natural cues to compete effectively on shelf. When Quantum approached brand design agency Trinity Brand Group for assistance in the fall of 2015, its existing packaging graphics had an OTC, drug store-medicine feel. At the time the graphics were developed, a popular perception among consumers was that by buying “natural,” they were sacrificing effectiveness.

Explains Laurie Kreisberg, Director, Strategy & Client Services for Trinity, early natural supplement brands such as Quantum used drug-store effectiveness cues at the expense of nature cues. “Their packaging graphics and communications were more in line with the Robitussin or Sudafed of old,” she says. “They included bold italics with lots of shouting statements on pack to express strength and effectiveness, lacking a clear communication hierarchy to help consumers shop its products within the context of a chaotic shelf.”

In addition, as Quantum had grown, so too had its product offerings, reaching into new categories. But the Quantum brand lacked a clearly defined system, which led to inconsistency in everything from sub-brand logo treatments and naming to benefit statements and romance copy.

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