Tri Tolonen, a well-known food supplement brand in Finland, had started to fall behind new entrants who had recognised a shift in the health and wellness space.
We needed to tap into the millennial mind-set and values to communicate the brand’s rightful place in the proactive and preventative health space, without alienating the core consumer group of women aged 50+.
Using semiotic mapping we analysed the cultural codes and cues within the Finnish supplement category to find an emerging trend - ‘Joyful consciousness’. This was visually translated into the design identity to engage a consumer group looking for credible health products.
We redesigned 6 existing products, formatting these successfully for grocery whilst appealing to a younger audience who were ready to Elä Energisesti (Live Happy).