Crafting a culturally resonant brand, bridging health and diversity
Discover how we partnered with LAVI Wellness to create Ultisana, a new natural supplements brand that promotes wellness while connecting with diverse, health-conscious communities across the Americas.
The Brief
LAVI Wellness, a respected name in Central American healthcare, approached us with a bold vision: to launch a new line of natural supplements tailored for a diverse, health-conscious audience. With a heritage rooted in pharmaceutical expertise and a commitment to community wellness, LAVI Wellness aimed to transcend regional boundaries and establish a robust presence in the competitive nutraceutical market of the Americas. The challenge was to distill decades of familial wisdom and healthcare legacy into a modern, resonant brand capable of connecting with Hispanic consumers in the US and beyond.
The Execution
We began with stakeholder interviews to grasp LAVI Wellness’s values and vision, followed by social and mass media listening to analyze consumer and competitor engagement. This led to a Positioning Matrix and White Space Report for market differentiation. We developed a Central Unified Idea and Brand Manifesto to ensure brand consistency and emotional resonance. The name “Ultisana,” merging “ultimate” and “sana” (Latin for “health”), was selected for its cross-cultural appeal. Our design team crafted a brand identity with iterative logo, font, and packaging designs, culminating in a comprehensive Brand Book with messaging and visual guidelines.
The Result
By creating a brand that authentically reflects its cultural heritage while appealing to modern health-conscious consumers, we successfully positioned Ultisana as a trusted name in natural supplements. The new brand identity has laid a strong foundation for Ultisana’s growth in the competitive nutraceutical market, enabling it to connect meaningfully with its diverse target audience. The seamless integration of traditional values with contemporary design elements has not only received positive feedback from multicultural consumers but has also set the stage for sustained brand loyalty across different communities.
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