Vitadrop / Health & Wellness From clicks to carts. Helping Vitadrop level up.
Project type
Brand Scale-up
Client
Vitadrop
Expertise
Brand strategy, Identity, TOV, Packaging.
Vitadrop began as a direct-to-consumer brand with early digital traction and a loyal following. But as it moved into major supermarkets, the limitations of its D2C identity became clear. The packaging lacked cohesion, the messaging wasn’t sharp enough, and the brand risked blending into one of the most competitive categories in FMCG.
Preparing to enter pharmacy, the Vitadrop team recognised an opportunity to relaunch retail with purpose. As co-founder Charles Wood said, “We needed to relaunch retail into pharmacy with the lessons learned from our entry into supermarkets. Our positioning wasn’t sharp enough, and our shelf presence wasn’t cohesive.”
Hunter was engaged to define the next phase of growth, to reposition the brand, create structure for expansion, and build a visual identity ready for scale.
The strategic insight was clear: hydration isn’t a positioning. Every brand in the category was telling the same story. Hunter reframed Vitadrop’s narrative around a universal truth, that modern life is imperfect, unpredictable, and beautifully chaotic. The brand line Here, for your now captured that idea in a way that was human, relevant, and distinctive.
Vitadrop’s range was restructured into a clear health and wellness stack, covering Mental, Physical, Restorative, Inner and External Health. This architecture made the offer easier to navigate, enabled product innovation, and created clarity across retail and pharmacy.
Visually, the identity shifted from minimalist D2C to confident challenger. Bold colour, expressive design and a conversational tone brought energy to the shelf and cohesion across channels.
The results: Vitadrop successfully expanded into pharmacy, strengthened its retail performance, and increased category visibility. The new identity energised the business internally and provided a framework for future NPD.
“Hunter turned what could have been a stressful task into a fun, inspired project,” said Head of Design Georgie Bragg. “The rebrand gave us not just a new look but a new way of thinking.”
Brand Scale-Up Lessons / Key Takeaways:
- D2C-born packaging rarely works unchanged in retail. Relaunching with channel-specific insight is critical.
- Don’t mistake a category convention for a positioning. Hydration wasn’t enough. Life itself was.
- Gen Z responds to authenticity. Brands that are human, playful, and plain-spoken connect deeper.
- A clear brand architecture like the Vitadrop wellness stack. Helps simplify choice in confusing aisles.
- Growth comes when brand and business are aligned around a sharper why.
At Hunter, we can help you with:
Brand strategy, creative strategy, creative direction, art direction, copywriting, brand naming, logo design, brand identity, graphic design, packaging design, project management, production management
and execution.
