Health & Wellness
The wellness industry has grown tremendously in recent years, and we have seen it firsthand as a branding agency focused on consumer goods, hospitality, and lifestyle. With new brands constantly emerging, competition has intensified, making it crucial to create a unique and memorable brand to attract consumers in this crowded market space.
In addition to our national refresh and optimization of the packaging lineup for Everlywell and branding for revolutionary home fertility brand Mosie Baby, health and wellness is a growing presence in many of our food and beverage brands. Fond Bone Broth’s regenerative approach to gut health, Chinook Seedery’s better-for-you snacking mission, and Imperfekt Bites’ integration of functional ingredients into superfood chocolate treats all signal our culture’s growing obsession with incorporating health and wellness into aspects of our daily lives.
The Global Wellness Market size is estimated to grow by $37.62 billion in the next four years alone. The explosion of wearable technology, mental health services, therapeutics and biohacking, and online health screenings are just a few of the markets driving growth in health and wellness. Underpinned by consistent spending on traditional wellness products like skincare, the industry shows no signs of slowing down.
Despite the influx of innovative wellness products and services, there is a remarkable lack of creativity in the messaging and design approaches that many new brands adopt. Overused color palettes and typography have become stale, and the increasingly generic branding has become a turn-off for many consumers. As a growing health and wellness branding agency constantly seeking new products and brands to collaborate with, we see a massive opportunity for differentiation and disruption in health and wellness branding.
Stand Out and Stand for Something
In the congested wellness marketplace, uniformity will get your brand nowhere. Instead, creating a brand that resonates with consumers and sets you apart from the competition is crucial. Outside of revolutionary functionality, authenticity often sets successful wellness brands apart.
At this point in health and wellness, brand messaging and design that reflect unique values, vision, and mission are table stakes. Branding should create original and memorable experiences that connect with your audience. Transparency and authenticity in your brand voice and messaging forge a deeper connection with people and convert customers into advocates and ambassadors for your product.
Understand Your Audience & Communicate Authentically
Captivating health and wellness branding starts with a comprehensive understanding of your audience. This means going beyond demographics and tapping into psychographics, behaviors, motivations, and needs. We need to know what drives your audience, what problems they’re trying to solve, and how your product or service fits into their lives.
A great health and wellness brand is more than just a product or service—it’s a lifestyle. A strong wellness brand captures the essence of holistic health and well-being and communicates it to customers clearly and authentically. It tells customers who you are, what you do, and why you do it.
A well-curated wellness brand communicates what the business does, who it is for, and why it matters. It’s not just about promoting a product or service but about promoting a way of life that aligns with the values and aspirations of your target audience. Your visuals, messaging, and experiences should be consciously curated.
When brand messaging and design are tailored to your business’s authentic identity, customers are likelier to feel a connection with the brand and see it as trustworthy and reliable. A well-crafted brand strategy built on audience understanding is a guiding principle that helps connect with people meaningfully, making all communications consistent, clear, and effective.
Personalization & Humanization
Personalization is potent in a world where consumers are increasingly expecting tailored experiences. Generic, one-size-fits-all branding messaging in health and wellness rarely resonates with today’s audiences. Instead, people want to feel like your brand understands their individual needs.
However, connecting with health and wellness consumers must be based on businesses’ values and reason for being, not just a marketing strategy. It is vital that each of these feels real—connecting with people in genuine and human ways.
Social media advertising is an obvious opportunity to humanize and personalize messages to viewers directly and intimately. But why not champion that approach at the brand level as well? People innately respond to health and wellness brands that feel human. Large or small, finding opportunities for personalization in your advertising will pay dividends.
Your “Why” is the Soul of your Brand.
An impactful way to differentiate yourself from your competitors is to add a palpable edge to your brand expressions and be bold and genuine with your messaging. Your “why” should serve as the North Star of your brand, shaping your messaging and design approach. By staying true to your brand’s soul and following your “why,” you can create a strong position that resonates with your customers and stands out in the crowded health and wellness marketplace.
Connect Through Narrative
Whether you are a new entrepreneur entering the wellness space or an established player seeking to revamp your brand, establishing a strong brand narrative should be a top priority. A well-crafted story that authentically communicates your values and resonates with your wellness audience can create a lasting impression and lead to long-term success and customers who keep buying.
Brand authenticity can help you generate a story that builds consumer connections that mutually benefit your brand and your customers. Aspirational and empowering messaging is particularly powerful in health and wellness, giving your audience a feeling of ownership and belonging.
Use these opportunities to create narratives that differentiate your business and highlight the value of your products. A compelling brand narrative is clear and concise, but allows for layering in new stories that reinforce your commitment to your “why”, values, and purpose.
In the competitive wellness industry, a strong brand identity and narrative is no longer a luxury, but a necessity for success.
