Design: Design Bridge
Project Type: Produced, Commercial Work
Location: New York, USA
Packaging Contents: Brain performance supplement
Design Bridge creates disruptive brand world for new brain performance supplement Neuriva
Branding draws on the product's natural and scientific credentials to achieve strong differentiation in the growing niche of the vitamins, minerals and supplements (VMS) category.
Design Bridge New York are pleased to share details of the brand world creation for Neuriva: a new brain performance supplement brand that has just launched by consumer health and hygiene company RB in the US with two variants; Neuriva Original and Neuriva Plus. Design Bridge have created a disruptive and engaging new brand presence within this growing category with a design that combines the product’s strong natural and scientific credentials while bringing to life the key consumer insight that “bright brain = bright life”. The complete brand world includes Neuriva’s visual identity, wordmark and logo, packaging, illustrations, key visuals and a suite of iconography that has been used for the brand’s digital presence.
Sam Cutler, Creative Director at Design Bridge New York, commented, "The vitamin, mineral and supplement (VMS) category grew by around $500 million in the past year, driven by increased interest from consumers both online and in store. The brain health segment is an incredibly exciting space and the fastest growing segment within the VMS category, but it was filled with poorly designed products and plenty of questionable science. We’ve been on an incredible journey with Neuriva creating the brand from scratch - from our very first meeting through to a fully-fledged brand that brings bold disruptive design thinking to the category.”
Design Bridge saw the opportunity to differentiate the Neuriva brand by telling both natural and science stories in one, drawing on its unique positioning of using clinically proven natural ingredients backed by science. The new brand imagery captures this idea through a split illustration, conveying scientific efficacy and a healthy brain on one side, and colorful vignettes of everyday life on the other. The playful illustrations were co-created with illustrator Brett King, giving this new-to-market brand a distinctive style that balances modern efficacy with natural cues, creating a unique personality that engages consumers.
Mark DeRose, Design Director at Design Bridge New York, commented, “The different vignettes link to the five key areas of performance that Neuriva helps with - focus, memory, concentration, accuracy and learning – and they depict relatable everyday activities that the brand can help people make the most of, such as work-life balance, family time, studying, fitness and business travel. The bold yet charming illustration style clearly communicates the benefits of the supplement while building an emotional connection with consumers."
This duality of the brain is also echoed in the bespoke Neuriva logotype where, on closer inspection, you’ll discover that the dot of the letter ‘i’ has been playfully swapped out for a simplified brain icon.
Gregory Chabidon, General Manager Vitamins, Mineral & Supplements Business Unit at RB commented, “A truly great pack design brings the brand story to life, and the Neuriva pack design tells a fantastic story of who we are as a brand. I have to admit that the first time we saw the design proposal it made us a little uncomfortable because it was so different to the rest of the category. But at the same time, we knew that we had to propose something truly unique and different to help us stand out and create an iconic brand, communicate our points of difference in a fresh and modern way, and celebrate brain victories through every touchpoint, going beyond the pack design.”
Diana Mihai – Senior Brand Manager from Neuriva also commented, “Very proud of the work done by the joint agency-client team over the last 12 months to bring the Neuriva brand to life: from the disruptive pack design to the Neuriva Brain gym app interface, and to our in-store materials, we have created a holistic experience that truly puts brain health into consumer hands.”