Case study · Past company
Betterwell
Vitamins and supplements made for adults over 50. Most supplement and beauty brands are built for millennials, and older adults appear in media about 10% of the time. Betterwell was built exclusively for them.
Discovery
Affordable luxury.
The problem
- Older adults don’t trust supplement brands.
- Quality vitamins made for them aren’t affordable.
- The category’s branding is built for someone else.
Our answer
- Lower prices, with the highest-quality ingredients.
- Radical transparency about ingredients and studies.
- Only ever show older adults in the brand.
Our mission was to improve the health and well-being of older adults and make them feel that Betterwell was made for them.
Packaging
A soft gradient system, one color per formula
