Gnosis by Lesaffre is proud to unveil the new brand identity of vitaMK7®, its natural vitamin K2 as MK7 from biotransformation.
Let’s start with a little bit of history
Gnosis by Lesaffre vitamin K2 brand, vitaMK7®, was launched more than 10 years ago. At the time, the identity of the brand could be condensed to simple and green logo, consistent with the natural origin of Gnosis vitamin K2 and able to support Gnosis launch as a pioneer on the emerging vitamin K2 market.
In 2013, vitaMK7® logo was evolved to a mix of blue and pink colors with a small shield in the bottom right. The objective was to create a strong brand and visual identity, able to support the double-digit growth of both vitaMK7® and customers’ products containing vitaMK7®.
Indeed, from the mid-2010s, the K2 market development accelerated drastically. One of the main targeted market segments was Woman health, as supplemental intake of vitamin K2 may be beneficial in the prevention and treatment of bone loss in postmenopausal women.
Why are we refreshing vitaMK7® visual identity?
Time is changing! Vitamin K2 market continues to expand, in terms of geographies, targeted health benefits, consumer focus, product delivery formats, product sources… In this context, it appeared very clearly that we needed to adapt and refresh vitaMK7® visual identity.
What was our strategy of redesign?
From the early stages of its development, vitaMK7® has been anchored around four key attributes: Natural, Clean, Pure and Trustworthy. These attributes are the pillars of our brand and we used them as an inspiration for the redesign of vitaMK7® visual identity.
More specifically, we decided to focus the strategy of redesign on better reflecting and promoting the naturalness of vitaMK7®. This is the reason why we developed the new logo around rounded letters and olive-green color.
What are the next steps?
We are convinced that our customers will appreciate the new design and visual identity of the brand vitaMK7®. They will be contacted individually in the coming weeks to share further information about the change.
The unveiling of the new logo is just the first step: we plan to update accordingly all our marketing tools in the coming weeks. Stay tuned!
vitaMK7® is the optimal vitamin K2 from natural biotransformation: a naturally derived, soy- and chemical-free vitamin K2 in the form of menaquinone-7 (MK7), produced by Gnosis by Lesaffre in its own European manufacturing site through a patented biofermentation process of Bacillus subtilis natto.