4Flex
A new quality in supplements
PROJECT
Refreshing the positioning, growth strategy, and visual identity of the 4Flex brand, including packaging redesign, portfolio expansion, and strengthening the perception of quality and modernity in the competitive category of collagen supplements
CHALLENGE
4Flex – a collagen supplement brand – faced the challenge of refreshing its image and value proposition, while emphasizing modernity and quality as arguments for its premium pricing in an increasingly commoditized category.
The key questions we had to address were how to maintain a top 3 position amid growing pressure from private labels and strengthening lower-priced brands And how to expand the portfolio to adequately respond to new needs and trends in the category.
execution
The process began with a diagnosis of the category and the brand’s situation. The analyses identified four key aspects that needed to be addressed: the generic nature of the brand image and overly narrow competence-based positioning, consumer skepticism regarding the effectiveness of the category, and product innovations as a source of category growth.
On this basis, a new positioning was defined – expanding the scope of previous indications, thereby enabling communication of the brand’s advantages stemming from its composition and mechanism of action, as well as opening the path to new formats.
Next, a direction for refreshing the design was developed: preserving the strongest brand asset while strengthening the perception of quality to justify a premium price point.
