Rebranding Revolution: More Nutrition Brings Joy Back to Healthy Eating
In August 2024, German health-food brand More Nutrition introduced a bold new identity designed by Leeds-based agency Robot Food. Founded in 2017, More Nutrition has quickly become a leader in the healthy weight-management sector in Germany, offering a range of high-protein foods, low-sugar alternatives, and supplements. However, as the brand expanded its offerings, it needed a cohesive visual and verbal identity to help customers navigate its diverse product range and to redefine its message of healthy eating.
To achieve this, More Nutrition collaborated with Robot Food, a creative agency known for their previous work with More's sister brand, ESN. The agency's redesign focuses on the concept of "joyful eating," aiming to transform the typical perception of healthy foods. Instead of emphasizing what is removed from one's diet, the new identity celebrates the abundance and joy of eating well. This shift is reflected in the brand's vibrant colors, bold wordmark, and expressive messaging that invites customers to see food as something to enjoy, not just a means to manage weight.
Robot Food's rebranding strategy introduces a dynamic visual system that makes More Nutrition stand out in the health-food market, traditionally dominated by neutral tones and minimalistic designs. The new "M" logo, designed to resemble a lifeline, is central to this strategy, symbolizing the brand’s commitment to celebrating individuality and a healthy lifestyle. Complemented by a colorful palette, the branding is not only eye-catching but also serves as a functional guide, helping consumers easily identify different product categories.
The refreshed tone of voice is equally significant, with messaging that is both energizing and encouraging. As Lizzie de Jong, Robot Food’s senior copywriter, explains, the new identity positions More Nutrition as a "cheerleader" for consumers, promoting more nourishment, freedom, and confidence. The brand now highlights the versatility and taste appeal of its products through vibrant photography, moving away from its previous science-led aesthetic to one that captures the joy of healthy eating.
This comprehensive rebranding marks an important step for More Nutrition in redefining what healthy eating means in the modern world. By focusing on positivity and self-empowerment, the brand aligns itself with consumers who are not just looking for functional food but for an enjoyable and celebratory experience. This new approach ensures that More Nutrition remains relevant and appealing in a competitive market, making healthy eating a joyful choice for all.
Key Highlights:
- Rebranding Launch: In August 2024, More Nutrition, a leading German health-food brand, unveiled a new identity designed by Leeds-based agency Robot Food.
- Focus on Joyful Eating: The new brand identity emphasizes the joy of eating healthy, moving away from traditional notions of restriction and subtraction in diet.
- Vibrant Visuals and Messaging: The rebranding includes a distinctive "M" logo and a vibrant color palette, designed to stand out in a market often dominated by neutral tones. The messaging is positive and empowering, celebrating individuality and self-empowerment.
- Photography and Product Appeal: The updated design places a strong emphasis on the taste and versatility of More Nutrition’s products, using bright photography to highlight the appeal of healthy foods.
- Strategic Shift: This rebranding effort represents a significant shift for More Nutrition, aiming to redefine the perception of healthy eating and make it a more enjoyable and desirable experience.
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