Simplifying Supplements to achieve health goals with Origins
Client: Surya Tej Chinni
Scope of work: Brand Strategy, Research, Brand Identity, Brand Messaging, Packaging Design, UX + Visual Design, Art Direction.
Industry: Health & Pharmaceutical
Today, all nutraceutical brands claim to be good for you, clinically proven, and backed by science. So how was Origins different? The whole point of a supplement is preventive care over curative, but can supplements really do that?
We joined hands with Surya, founder of Origins to craft the origin of brand Origins. We started questioning everything (genuinely everything) to not just understand the product but consumer consumption to create a brand that is functional, easy and can truly be a part of every consumers life. We wanted to simplify health as much as we can.
BEFORE AND AFTER
Supplements seems very gimmicky. How was Origins different? Does it really make a difference?
Surya had enough evidence and clinical studies to show the product efficacy. The products really were making a difference in people’s lives. However, it wasn’t clearly communicated to the consumers. Consumers were not convinced, left confused or were doctor/nutritionist dependent (which was worse).
To solve this, it was important to first understand the market segment, how the product is made and who it caters to. Finding the right market fit and the target audience and consumer pattern was most crucial for the new brand – Origins 2.0
We spoke to multiple individuals to understand their relation with health and lifestyle. Our study findings were quite surprising giving the age and world we are living in. With abundance of unverified information, low barrier entry to the market and not finding a trusted sources, people have lost faith.
People think falling sick after a certain age is quite normal.
They believe in medicines and not supplements and you should only treat something if required and not add anything extra.
It’s overwhelming and people don’t know how & where to start.
People are doctor dependent and can’t make a decision on their own. They feel they will do more damage than improving it.
It seems gimmicky. No trust in the new age brands.
People don’t trust supplements are effective. They don’t trust the new brands so they hesitate in taking the first step.
Everyone is trying to make supplements fun and easy. Trust me, this was our first thought too (medicines are mundane) But, health is not easy or fun. Falling sick is complicated and emotionally hard. So, it need to be serious and direct that communicates correctly
Why are we really this? Why do we exist today?
People are unaware of what goes inside their food and are surrounded my incorrect facts or half truths about supplements.
We wanted to simplify things but not compromise. We want to do it right, for you.
How are we doing this? How are we making a difference?
By questioning everything we do. From the need, to the product form, to the manufacturing process, the ingredients and the end product.
Our products are the mix of nature (herbs, minerals, plants, flowers) and modern nutritional science.
What are we doing? What is different about us?
We are a natural, clinically proven and researched supplements brand specialising in efficient healthcare, backed by science.
We are making healthcare simple so that you understand why and what you are getting into.
Introducing the all new Origins Nutra 2.0
Origins Nutra is a a guide, a coach who is here to truly help. And like all good coaches our job is to give you unsolicited, raw, and trustworthy solutions which is why our tagline is – It starts with you.
Everyone is chasing a health goal in their life that’s just how we humans are – eating better, moving more or losing weight. But being healthy or reaching that goal is not easy. It’s hard, complicated and intimidating.
So, it was important to shift the mindset – Changing the narrative from being a supplement brand to a health coach. This led us to position ourselves as a coach/ mentor. A coach that gives your raw, unsolicited advice and guides you through your journey.
The Entire Range of Products are divided into three categories – Daily Essentials, Targeted Blends, Single Ingredient
Consumers always had this one question – What is inside this pill/ What is it made out of?
We built the entire brand on the basis on what’s inside the pill since everyone is skeptical about adding anything extra.
Each Illustration is a combination of benefits, ingredients, brand values and product details in the shape of a pill (there is a reason why we used pills)
A pill with a different arrangement and colour palette put together to represent the different products for the brand.
Origins is a beautiful balance of Nature and Science.
All the products use unique, certified and 100% natural certified ingredients from the nature that are put together in a capsule, for you to consume it in the best form.
We wanted to go a step beyond and make the box a lot more detailed and add a lot more value to the entire experience for the customer. A new journey is overwhelming, so the goal was to make this as simple and as easy as possible.
The First Layer: The products arrive in a brown corrugated box that opens to a founder’s note that and a brochure that talk about How to start this journey.
These collaterals were added to set the right expectation and get the maximum output.
The Second Layer: As you open the box, we talk about habit formation, power of being consistent & added tips to make forming an habit easier.
We also stated the benefits clearly to make sure you know what to expect from the product.
The Third Layer: The pill strip is what stays the longest with the consumer – we divided it day wise
& added some positive affirmation.
We also add colour and product name to easily identify the strip.
We designed the website like a brick-and-mortar store. Once you walk in the Origins store, it’s important to understand not just the product but a lot more.
1. Health is a complicated journey, so we wanted to address it by doing how to start page that helps you understand how to go about the start journey. We also curated a test that asks you the right questions to help you find the right product.
2. We also wanted to take through our entire process and list of ingredient so that it helps you understand what goes inside and how are they made. We have a process page and a Why Tablets page to answer any questions you might have regarding the product and process.
It really does take a village to build a brand like this
Strategy & Creative Director: Sejal Agarwal
Website Development: Big Bang Commerce
Lead Designer: Praneeta Gupta
Copy: Suman Quazi
Product Photography: Saurik Shah
Shivani Goel
Art Direction: Ria Punjabi Ankita Ajbani
I highly recommend Sejal and her team at Studio CC to anyone looking to build a truly great brand for their company. Studio CC is more than just a studio or agency; they become your partners and take ownership of your brand, which is incredibly rare. Their strong business and design sense really help in crafting something unique and original. With their assistance, we figured out exactly what we wanted and what we stood for.
A big thank you to Sejal and the Studio CC team for helping turn Origins into a force for good!
– Surya Tej Chinni, Founder of Origins