Vitamin Shoppe approached Mullen Lowe Profero in the Spring of 2019 when they had acquired a customizable vitamin service.

We started the rebrand from scratch, leading the client through several workshops to develop a business and brand strategy, a brand personality, name, identity, look, feel and tone that manifested in key messaging, packaging and digital presence that spoke to the key benefit of customized and individualized wellness supplements, with a unique personality that drove to empowerment of each individual through the archetype of the the everyman, providing an egalitarian sense of belonging and connection, encouraging self-expression.

Role: Creative Direction and Strategic Brand Development
Senior Designer: Corey Price
Strategy Lead: Rob Collins
Copywriter: Tara Nelson
Web Design Creative Director: Andrew Bouchie
Account Director: Crystal Todd

All photography is strictly FPO for non-commercial purposes only.

The customized logo was designed to deliver on the brand’s personality and the unique emotional customer benefit in the following ways:

We started with Century Old Style, a serif typeface designed by American designer Morris Fuller Benton in 1906. It has a large x-height and is known for its readability. It is also a prime example of the time period and values of the Arts and Crafts movement, a reaction against industrialization from the turn-of-the-century. Humanist forms (being made by the human hand) are intentional efforts to maximize dignity and individualism contrasted with the rise of the machine age. One size does not fit all.

We accentuated the calligraphic quality of the letter forms, customizing the letters terminals to mimic the affects of a calligraphic pen nib. These can be best seen in the ‘y’ and the period. The diamond period is our reminder; we are all on a journey of refinement. A diamond in the rough.

We angled the ‘e’ and the ‘o’ balanced at -16º giving it that quirky and human characteristic that is unique amongst a sea of new brands. Look for pill capsule shape hidden in the counter of the ‘o.’