RenewLife brand refresh
Clorox’s Renew Life supplement brand was charged with a refocusing back to its roots of digestive health. Working closely with brand partners we identified a modern approach to the feeling of freedom that good gut health gives consumers. I worked to translate this into brand attributes, storytelling and a refreshed identity that we applied across all touch points.
Branding challenges:
Finding strategic whitespace in an overcrowded category
Consumer whiplash from a constantly changing brand
Competing budgets and timelines with 4 other brands
Opportunity: Functional meets emotional
A competitive audit revealed a market differentiation for the brand that aligned with the brand’s goals to return to a digestive focus while making the brand more appealing to younger cohorts.
Brand purpose: Gut freedom
The renewed purpose of “gut freedom” manifested in a more vibrant yet simplified brand identity and toolkit. Emotional and physical relief from a brand they can trust is expressed via bright colors, simplified packaging, and enticing, quirky imagery.
Photography that bridges functional and emotional purchase motivators
Packaging that breaks through on the physical and digital shelves
My team led a full-funnel brand content refresh including the website, social channels, video, key shopping channels like amazon and walmart and more.
