UPTIMISM is a new brand of chewable vitamins. The founders saw opportunities as the mass market vitamin shelves at key retailers such as Etos and Kruidvat are dominated by functional and quite boring gummy products, while the vitamins and supplements market is booming. So they decided to invest in their own in-house production facility to be able to control A-Z.
Hurry up, Earn More, Worry Less, Work harder, Live faster
Today’s society asks so much from us that we become more and more conscious that a happy life is a healthy life. To cope with the daily rat race, we wrap our heads around more exercising, less sugars, more greens, less stress, more sleep, less anxiety. We saw opportunities to make wellbeing less compelling and make the brand pop in every touchpoint to further disrupt and stand out from the clutter.
Fun and Functional
The starting point was to develop a fun and accessible brand with a functional product proposition. We called it UPTIMISM, a brand made by people who are not changing the world but like to help other people. With basic stuff, like feeling good. Rather than speaking in promises, UPTIMISM speaks in punchlines. Using the logo as a communicator deepens the connection and recognition with the product and brand across all platforms. It also acts as a frame for visualising imagery connected to the message. As the rounded square shape takes centre stage in the branding it was only evident that the physical gummies should also be squared and advocate the logo on them.
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