Omega Nutrition grappled with attracting new customers as its competitive industry evolved. Jacknife was entrusted to redesign Omega, encompassing the brand strategy, visual identity system, packaging, brand guidelines and business collateral.
The goal was clear: to reinvigorate a brand that prided itself on innovation, simplicity, and the uncompromising purity of its offerings.
Omega Nutrition, a true original in the nutritional products category, has been a go-to brand for individuals of all lifestyles and dietary preferences for over 30 years.
Universally celebrated, this well-respected brand has consistently delivered high-quality, clean, and nutritional products. Its legacy of excellence has fostered a deep bond with customers who have been part of the journey since the beginning in 1987.
Our approach to Omega Nutrition’s transformation involved several vital steps.
We began by identifying the challenges ahead, including navigating the intricate regulatory landscape of the industry, strategizing a design that could work within both US and Canadian markets, and establishing a branding identity system that could accommodate an expanding portfolio of 14 SKUs—and counting—that was cohesive but not repetitive.
Through a category review that included a thorough competitive assessment and insight reporting, we armed ourselves with the knowledge required to shape the brand’s future.
Based on our observations, we developed a brand positioning and narrative that epitomized Omega Nutrition: confident, optimistic, straightforward, and just a touch quirky to remind everyone that embracing good health should be fun.
For the design of the visual system, we created an inviting colour palette paired with simple yet bold typography. An important piece was the redesign of the Omega Nutrition logo and droplet icon, used as a graphic pattern device. The playful yet simple patterns unify the design system across all assets and platforms.
Our work extended to corporate stationery and sales and marketing collateral, ensuring that every facet of Omega Nutrition’s brand exuded the same quality as its products.
Omega Nutrition could now proudly state, “Good For You Since 1987,” and with Jacknife’s transformative touch, they possessed a brand that matched the excellence of their products.
The refresh breathed new life into Omega, ensuring it would continue flourishing in the ever-evolving health and wellness category.
