[Brand Strategy] Care/Of

A start-up that set out to make supplements simpler, personalized and trustworthy with a novel direct-to-consumer approach that side-steps the daunting vitamin aisle at the store.

Role: Strategy Lead at Character

Scope: Brand Foundations: Positioning, Purpose, Offering, Benefits and Essence, Audience, Experiential Pillars + Naming

I worked directly with the co-founders to establish and fine-tune our strategy, which included encouraging them to evolve the name something that better reflected their ethos and unique delivery method. These brand foundations fed into brand identity and visual system design that was also done at Character and then extended to other agency partners.

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