Initials rebrands vitamin and supplement leader Nature’s Bounty

Global vitamin and supplement brand, Nature's Bounty, launched a new positioning for the UK and Ireland, developed by creative agency Initials. The rebrand comes as Nature’s Bounty commits to an ambitious growth strategy.

Initials was tasked with redefining Nature’s Bounty positioning to align it to the company’s founding purpose of accessible, simplified nutrition from nature. The agency ensured the new branding connects with consumers on a more human level, differentiating it in a highly commoditised category.

The rebrand challenges the status quo of many health brands that can often deliver an out of touch representation, going against today’s fashion and beauty brands’ more progressive representations.

“Right from the start Initials’ understanding of our ambition, the market and the target audience, was spot on. Their strategic approach has delivered a creative platform with the perfect balance of humour and humanity required for this campaign,” says Antonia Jinks, marketing director UK&I at Nature's Bounty.

Initials ensured the messaging connected with the brand’s founding philosophy and social purpose of simplified, effective, accessible wellness for all. The newly developed brand purpose around ‘fulfillment’ aims to give the brand a role in helping people do more of what they enjoy, and get the most out of their day.