Winners 2018/Food Producers Silver

Project: Bassetts Vitamins redesign

Client: Ernest Jackson & Co / Mondelēz International

Design: Bulletproof

Bassetts Vitamins was once considered the true innovator of the family vitamin sector, but in recent years, the brand had come to need an energy boost itself. It needed to fight off copycat competitors in a sector that was waning, comeback from its decline in sales and win back its position as market leader. Cue a complete rebrand…

Bassetts Vitamins turned to a focus group of loyal customers to discover what they could recall about the brand. The iconic ‘Jelly Man’ and its primary purple brand colour were frequently recalled unprompted, along with the bubbly logo interface.

Evolving and incorporating these aspects into a new modernised design, Bassetts Vitamins has a fresh new look, which aids navigation and ensures stand out. Sales have increased by 17% (£1.47m) due to its confident design that has allowed a price increase of 15%. Subsequently, Bassetts Vitamins is growing faster than the market, selling over five packets every minute.