That’s pretty much what Vital, the health food manufacturers, did when revitalising their brand – a vitamins category leader since 1947. Pepping up a vitamins and wellness brand has to be an interesting challenge, but judging by the accompanying pack shots it looks like Yellowwood was well able to administer the required pick-me-up.

Reinvention and revitalisation are striking. To my way of thinking, this is further proof that your consumers are your best source of insights and ideas; especially when the consumer associates with a trusted brand that has been part of the South African way of life for decades.

Vital – still family owned and managed – was this country’s first health foods company. However, by 2010 the brand faced rising competition from retailer own-brands. That’s when Vital management approached Yellowwood to help them revitalise their brand, define a stand-out brand positioning strategy and showcase Vital’s status as leaders and wellness pioneers.

Yellowwood’s Nicky Steel says they started by gathering consumer insights to enable a consumer-led growth strategy. Primary research was used to develop a bespoke segmentation model, a crucial first step in the evolution of a consumer-centric approach to brand management and positioning.

Market segmentation contributed to better understanding of consumer needs and trends in the health and wellness market.

Clearer understanding of needs then informed a new approach to product packaging and pack design led by Yellowwood senior designer Marios Flourentzou. The fresh, contemporary look extended to the entire range while the physical container evolved from the traditional carton and pouch to an easy-to-use plastic container.

The ‘family seal’ from the previous packs was transformed into medal on the neck of the pack, complete with metallic finishes to reflect quality and prestige. The new, progressive look was recently launched and is already a hit with consumers, says Ruth Robertson, Head of Marketing at Vital Health Foods.

She adds: “We are very proud to launch our beautiful, new, modern, elegant and simplified label design and our custom-designed plastic container. It has been a long time in coming and we are extremely excited about this new phase for our brand, Vital. Response has been overwhelmingly positive and our sales have definitely reflected this positive upliftment.”

Looks like client satisfaction is another spin-off benefit when change is led by the consumer.