Reimagining a Heritage Brand and Their Consumer Experience
GNC is a titan in its industry, but they needed to reach new consumers where they’re at - seeking elevated wellness solutions and curation that speaks to modern shopper habits. In short, we need to inspire them to “Live Well”, not just buy supplements.
Crafting a Visual Identity
After aligning on the strategy, the types of shoppers we’re targeting, and our key growth drivers, we began developing a new system of visual language that felt fresher, more active, dynamic, and with a boldness that reflects the brand’s mission.
Product designer Nick Pastore and I pored over hundreds of products and merchandising plans to come up with a layout and spacial strategy that more effectively addressed our needs for a modern, bespoke shopping experience, replete with curated stacks, consultation flow, and hidden stock solutions. The work was presented in-person to the CEO, along with a VR demonstration, allowing the clients to be “inside” the renders.
Bringing it to Life
Client Partners - Kristina Kovar, Katarina Mijich
Strategists - Honey Lee, Kelsi Duarte
Product Designer - Nick Pastore
Creative Director - Nic Collins