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What was the challenge?

The folks at Vita Liberata were in need of some help.

They’re a leader in the skincare & sunless tanning markets, with a cult-like following. To those in the know, the luxury skincare brand, referred to as “Vita”, is the best you can buy. As a result, sales had remained consistently good and their dated look and cluttered brand design had been tolerated. Until now.

We were commissioned to give their brand strategy, brand design and packaging design a fresh look, before supporting a relaunch on their E-commerce site.  We were also asked to assist with product portfolio segmentation to give better definition to their massive range of products.

What was our thinking?

As experts in the sector (and, some of us, keen users of the product!) we set about identifying white space opportunity for them to re-brand and pave the way for future growth and innovation.

Our Brand Heart for Vita Liberata, called Radiant Luxury, was inspired by the radiance of a glowing tan. This would help us re-establish Vita as the prestige brand experience that loyalists knew it for. With this North Star to guide our creative, we could set about modernising the brand’s look to attract a new generation of consumers.

What did we do?

We redesigned the brandmark, knowing we could capture attention with a re-emphasis on the much-loved name.

We added some suggestive elegance to the A – a soft finish to the strong sans serif logotype.

Then we fully transformed the look of their products to a light and pristine palette of matte white. We adorned the packs with custom illustrations of gold and rich marbled colour textures that instantly whisk you away to a tropical paradise.

We also introduced a system to distinguish Vita’s wide range of products – highlighting the difference between the formulas and levels of luxury.

What did we achieve?

Our strategy and new brand design were brought together in a toolkit to inspire every touchpoint for the brand’s relaunch.

Our strong working partnership with the Vita Liberata team had made the whole process effortless and helped ensure the launch was a glowing success.

The results after 10 months in market have exceeded all expectations, turning customers brown and the competition green with envy . Vita are back on the top of  sunless tanning best-of lists, with all the confidence of a brand leader, and they are enjoying wider distribution in retail and online with their new dazzling look.

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