NB Pure Rolls Out As Brand For Sharpening Consumer Attention On Natural Wellness Line
Executive Summary
Nutritional Brands rolls out NB Pure as brand, including logo, packaging design and website, for all its supplements after 25 years. “When you looked at our label for one brand and looked at the label for another brand, there was no symmetry between the two,” says CEO Danna Pratt.
An Arizona dietary supplement manufacturer pivots to using a single brand across its products to boost its recognition among consumers in the US natural wellness sector.
Nutritional Brands Inc. on 26 January announced that after 25 years it's rolling out NB Pure in an all-product rebrand that also includes new logo, packaging design and website.
CEO Danna Pratte says the Phoenix-based firm found customers weren’t aware of all the brands it markets online and at grocery, drug and specialty retail chains nationwide. “We wanted to make sure that they had a complete understanding of all products within our family,” Pratte said in an interview.
“When you looked at our label for one brand and looked at the label for another brand, there was no symmetry between the two,” she added.
All NB Pure products will feature its new logo to drive recognition among products previously marketed under brands including Aerobic Life, Oregon Health, Pure Vegan and Vuelve la Vida.
In addition to showing consumers “all our product offering sare under the NB Pure umbrella,” the firm started the rebrand project in early 2020 “to create a very friendly, approachable very simple process for consumers” to find its products, Platte said.
nb pure brand features different colors to separate products by category, including orange for boost, green for digestion and blue for cleanse.
“We wanted to make it as simple as possible for consumers to see our products, recognize our brand and know what categories products are in.”
The brand will feature different colors to separate products by category: blue for cleanse supplements MagO7, Paraend and Liver Fend; green for digestion formulations Daily Multi-Fiber, Digestive Enzyme Complex and Enzybiotic; orange for boost products Zinc Up+, Methyl B-12, Vitamin D3 and Onset; and purple for care supplements Plant Protein+, Stress Away, Power Down and Organic Aloe Vera.
NB Purse said its previous logo provided a modern, timeless and refreshing look while the rebrand features modernized water and leaf design elements and lowercase letters for “a new sense of approachability – an intentional move to showcase the brand as a wellness partner to all.”
'Dig In' And Look At Labels
Platte acknowledges that labeling dietary supplements as natural can be a target for plaintiffs’ attorneys looking to file civil complaints challenging the use of the term as false and misleading. She says NB Pure is prepared not only to substantiate its products are natural “from ingredients all the way through manufacturing,” but also to convince discerning consumers in the marketplace.
“I think the word natural can mean so many things today Consumers may have lost confidence in that particular word. It might catch some consumers’ eyes, but I think consumers now are very much more educated on what to look for and what they want for their own health journey,” she said.
NB Pure brand supplement labels should answer those consumers’ questions, Platte added. “I want them to dig in and look at the ingredients, look at what the product is good for.”
The firm is rolling out products featuring its rebranded packaging in stages, with its top seller MagO7 Digestive Cleanse among the first. A formulation using spray delivery it launched in 2020, Zinc Up, in response to rising consumer demand for supplements intended to boost immunity health also is among its best-selling products. (Also see "Spray Supplement Zinc Up Developed On Idea Of Providing Immunity ‘Barrier’ For First Responders" - HBW Insight, 20 Aug, 2020.)
“We’re actually having a hard time keeping it in stock,” Platte said.
The firm says it hired RJ Carvis as director of marketing early in 2020 to lead the rebrand and craft its image to “a true lifestyle brand.”
“This is what I came here to do. Coming from a sports background, my unique approach to functional health and wellness paired with NB Pure’s staff of innovative thinkers will bring this company to the next level. NB Pure has an amazing backstory and an industry-leading stable of products,” said Carvis in the firm’s release.