– 15, September 2002
Clean Bill of Health
2Fluid had final concepts approved this week for the rebranding of health food company, Best of Health. The rebranding worth a £250,000 design fee to the Glasgow based consultancy includes a revamped visual identity brand guidelines, packaging, brochures, advertising and website work for use across European, British and US markets. Products carrying the new branding will be on-shelf from late June.
2Fluid's managing director, Jacqueline Doherty says that the revamp was necessary because Best of Health did not focus on Branding when it launched. "The client took its product to market quickly and is only a year old but is [now] building up a real momentum. We’ve put clear guidelines in place to ensure everything co-ordinates visually and have good thought about branding in the context of its business needs over the next five years" she says.
The consultancy was briefed to develop a visual identity that could be applied to products ranging from food supplements to beauty products, says 2Fluid director, Dino Squillino. "The challenge was taking what they had and moving it on in a way that became useable across all formats from packaging to the website", he says. Initially the logo was grass green but we’ve taken it away from its association with green because [Best of Health] isn’t just about eating vegetables.
"We chose yellow because it speaks about inner aspirations about health and communicates a warm glow" he adds. 2Fluid which was appointed in March won the business following a five way unpaid creative pitch against both British and US consultancies. Best of Health operates as Radiant Health in the US.
