Revitalize a category - Olly supplements

The Opportunity

Until Olly came along, the vitamin aisle was awash with “crunchy” low interest brands, outdated packaging and a communication problem. The category had become focused on functional ingredients rather than the benefits. There seemed to be no brands focused on anything other than the “purity” of the source of their Vitamins . That’s where Olly saw an opportunity to change the conversations in the category. By focusing on the outcome, rather than the ingredient, the brand was able to interest and engage a more lifestyle focused consumer, who may have skipped that aisle in the past.

The Solution

I worked closely with the founders of Olly to help define the Brand Packaging story. The goal was to modernize the packaging in the category, make it easy to use, and provide a number of formats to support the use scenarios of the consumer. We designed a Child Resistant Closure (CRC) that was also easy to open for adults of different dexterity levels. We needed prominent branding moments to be delivered by the packaging at-shelf (where most purchasing decisions get made), and still have the packaging feel “counter worthy” at home.

The launch of Olly revitalized a tired category and the industry took notice, spawning many knockoff brands in the coming years.