Branding

This was a completely different task or at least a new kind of product for me: A brand for a micronutrient concentrate had to be established, from scratch. We had come up with a variety of product names and challenged these with target groups. As with domain names the biggest challenge for a new brand is whether it can be protected and if there’s competition it would interfere with. Later in the process – having a larger project budget – we brought an external agency to the game, Mutabor from Hamburg. Together we organized several workshops to get familiar with the new product and its target groups and developed further brand alternatives, one of which was then checked again for legal protectability and chosen: hiPURE. Together with Mutabor the brand details were worked out and the bottle design was finalized. My task ended there. The product finally entered market in November 2022.