Berocca
Brand strategy, Brand Identity, Packaging Design, Artwork, Brand Guidelines
Understand First
Magne B6, a magnesium supplement from Sanofi, sought a refreshed identity to boost recognition of the supplement as a proactive solution for mental wellness support. Sanofi also sought to strengthen Magne B6’s reputation with HCPs and consumers who have used the supplement reactively for over 30 years. During this time, 70% of category and Magne users had looked for solutions only when related symptoms appeared.
Through our expertise in inspiring depth of thought in a brand’s visual identity, our team worked to not only transform Magne B6’s packaging, but also the perception of the product and its daily usage, both on and off pack. A key objective was to drive brand penetration across a multitude of consumer touchpoints, creating a distinct look and feel which enforced the benefit-led architecture of Magne B6 as a wellness brand.
We created a brand marque as a core focus which speaks to the key objective of supporting strength of mind. The marque visualises crystal shards, signifying strength of mind for consumers. The crystal shard becomes an omnipresent factor in product displays, marketing and communications including TV advertisements and the website. The new brand identity allows for products in multiple markets across Europe to share the same impactful artwork despite slight differences in product name.
“With the dramatic growth of the mental health and wellness space, it has become imperative that Magne B6 be seen as a product which can support mental wellness, and strengthen our position to expand access and bring health in the hands of more people. We are pleased with the solution that Free The Birds has provided to help us achieve more effective market presence, while also ensuring robust cohesion on shelves and in marketing outreach efforts.”
Błażej Herzyk, Global Marketing Director at Sanofi Consumer Healthcare
