Bassetts hopes to cut through increasingly competitive vitamin sector with brand redesign
Mondelez-owned Bassetts Vitamins has overhauled its entire range in the face of strong competition in the sector which threatens to knock the brand off its top spot.
Bassetts, the maker of ‘Soft & Chewy Vitamins’ for children, identified that one of the biggest barriers to purchase is confusion and wanted to eradicate this, particularly among mums, who make quick decisions at the point of purchase.
The company appointed Bulletproof to design clear and concise packaging across its full range of products as well as a new brand identity.
The agency first created a brand mark with a modernised signature purple and white colour palette to avoid alienating existing consumers, and redrew Bassetts well-known ‘Jelly’ mascot.
To communicate the product’s fruity taste fruit illustrations were introduced to the design to highlight its natural flavours.
Skye Symes, brand manager for Bassetts Vitamins called the new design strategy a “major” step forward.
“Bulletproof were instrumental in the revitalisation of our brand – the new design they created is engaging, while helping mums easily navigate the range. This is a major step forward for the brand and we can’t wait to see the results over the coming months.”
Bassetts ‘Soft & Chewy’ Vitamins first launched in 1995 as an alternative to children’s syrups and tablets.