Introduced Chinese Medicine
to the Mainstream
NuTraditions 360° Brand Strategy
Challenge
Bridge the gap between ancient wisdom and modern convenience
- U.S. consumers don’t understand Traditional Chinese Medicine (TCM).
- Wellness space is cluttered and hyper-competitive.
Goal
- Bring the benefits of Traditional Chinese Medicine to modern life.
- Define our retail offering (product portfolio).
- Change from ingredient importer to house of brands.
Insights
- The world doesn’t need another old-school TCM brand.
- Modern life causes people to live out of balance and most remedies take too long or are inconvenient to use.
- People think in terms of dayparts, so make products that solve for them.
Strategy
- Restore balance to modern life by addressing both the symptoms and the root cause.
- Position as TCM from California to bridge gap in U.S. consumers knowledge of TCM and future-proof scalability.
- Infuse TCM into modern, convenient widely used items (no more powders and pills).
Go-to-market Strategy:
- Launch DTC and e-Comm channels
- Launch with coffee pods and sleep strips to showcase synergistic effects of TCM
Tagline: Ancient Wisdom Now
Positioning Statement: Traditional Chinese Medicine combined with high-tech formulations and modern convenience.
Results
Launched in August 2020. Stay tuned for results
Scope of Work
- Audits & Analysis
- Audience Insights
- Research & Insights
- Trend Analysis
- Brand Positioning
- Naming
- Visual Strategy
- Packaging Design
- Branded Ecosystem
- Sales Collateral
- Photography Guidelines
- Brand Bible