“The LuckyVitamin Story” represents a culminating achievement of the company’s new brand identity.
The Old Brand
E-commerce retailer, LuckyVitamin, suffered a number of issues. Its brand felt dated, impersonal and had trouble differentiating itself from table stake value propositions: price, service, selection.
I led an effort to develop a new brand (design, voice, principles) that would connect with customers on an emotional level.
Understanding Our Customers
We conducted quantitative research with 1137 participants around shopping and healthy living. Below are some important insights we uncovered.
Lucky’s target persona is a female “health purist," not the male "gym bro” of our competitors.
We also conducted a qualitative study with 37 participants over three days. Key findings: healthy lifestyles are a personal, passionate journey and challenges along the way are usually emotionally charged.
Our customer had a sense of "continuous discovery," and she never felt she had too much information. We determined LuckyVitamin should become a source of inspirational knowledge in addition to selling products.
Exploring a New Logo
We pursued numerous logo directions. Below are mood boards I created to help us decide on a logo that felt true to our newly established core values: Conscious. Welcoming. Genuine. Fun.
The New Brand Identity
Below is the new LuckyVitamin highlighted across various applications. The company grew ~40% between 2013 to 2019, leveraging the new brand identity and differentiated marketing.
New Positioning Statement
“For those leading active, healthful lives, LuckyVitamin is the inspirational and supportive source for products and knowledge dedicated to helping everyone on their journey towards happy wellness.”