Propaganda Brand Consultancy has delivered a strategic rebrand and repositioning for Vitawell – a leading vitamins and supplements (VMS) brand.
Designed to simplify the wellness journey and energise the category, this brand transformation positions Vitawell for significant future growth while cutting through a market often criticised for complexity and confusion.
Launched eight years ago by Principle Healthcare – a company with over 20 years’ experience as a trusted private label manufacturer for national retailers – Vitawell has quickly grown into a household name on UK high streets. However, in a category often dominated by vague claims and difficult-to-navigate ranges, the brand needed a refreshed identity and a clear proposition to stand apart.
Through its proprietary Brand Discovery process, Propaganda identified a key insight driving consumer frustration: the wellness space has become overcomplicated and difficult to navigate, with customers unsure about what they need, how it works, or why it matters. This creates a significant opportunity for a brand that brings clarity, trust and convenience to the everyday wellness shopper.
In response, Propaganda developed Vitawell’s new brand proposition: “Illuminating Wellness.” This idea sits at the core of the rebrand and is expressed across the company’s new identity – from the tagline “Live Life Vitawell” to bold blue packaging inspired by the products’ apothecary heritage, and a playful, energising visual language. With clear communication of active ingredients and product benefits, the new Vitawell identity empowers consumers to make informed, confident choices about their health and wellbeing.
Alongside redesigned product packaging, Propaganda’s rebrand for Vitawell includes a new corporate visual identity, brand film, and social media content across multiple channels. Led by their in-depth consumer research, Propaganda also delivered a direct-to-consumer e-commerce launch for Vitawell.
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John Sutcliffe, group managing director at Principle Healthcare, said: “Right from the off, Propaganda blew us away with their expertise and in-depth research. Their insight perfectly captured our position in the industry and the opportunity we have to shake up the category. There’s so much noise in the sector, and customers often feel overwhelmed and confused. Providing clarity, simplicity, convenience and affordability, this relaunch positions us to take on the wide variety of brands on the market and fulfil the needs of consumers.”
Craig Harrold, managing director at Propaganda added: “Our research showed us that Vitawell had the opportunity to bring clarity and convenience to the VMS industry. With this new proposition, Vitawell is empowering consumers to take control of their wellbeing, with a brand they can trust to be clear, credible and accessible. This is more than just a rebrand – it’s a strategic repositioning that will fuel Vitawell’s growth in the years ahead.”
