New Design For The Market Leader: nu3 Celebrates With A Private Brand Relaunch
Berlin, October 15, 2015. nu3 – Europe’s market leader for intelligent nutrition – celebrates turning 4 with a relaunch: New packaging for its top sellers like coconut oil, chia seeds and whey protein receive a push with a multi-million-euro campaign.
Four years after entering the market, the online retailer nu3 is optimizing its private label products with a design relaunch in 24 countries. Since early November, the new packaging has been introduced in waves to international markets and will continue until all 94 nu3 products have been revamped. Michael Divé, Head of Corporate Communications: “Our goal is to drive forward the nu3 brand and improve transparency for consumers.”
To achieve this goal, the company is opting to showcase product contents on the outer packaging rather than relying on unnecessary decorative elements. The new design also conveys superior quality and visually emphasizes the new product category lines: „Natural Food“ is now „Pure Nature“, the category „Health“ is now called „Life“. The former segment “Weight Loss” will now be known as “Shape”, highlighting, in addition to weight loss, the adoption of an active, healthy lifestyle.
A new color scheme for the five product lines will also replace previous nu3 color codes and aid customers in recognizing the products. The internally developed design is based on the results of extensive market research: Since 2014, nu3 has surveyed a total of 17 focus groups consisting of more than 150 participants. Moreover, 7 different mock-ups have been tested using eye-tracking to anticipate their potential success.
The new packaging materials are made of softpack plastic film and food-grade PET bottles that are manufactured in Germany. Both are optimized to save space during transport and will reduce the need for additional padding material in shipping boxes by 25 percent. In May, nu3 was already recognized by the consumer portal Vergleich.org for excellent sustainability and customer service and was awarded first place among online shops for health foods.
The relaunch is accompanied by a seven-figure marketing campaign which will include not only TV commercials and online advertisements, but also viral elements and product tests at big events such as the Mercedes Benz Fashion Week Berlin, where nu3 products will be present in goodie bags and blogger lounges.
nu3 is a Berlin-based start-up that stands for intelligent nutrition that is easily incorporated into daily life. The company was built with the vision to enable healthy, active and happy lives by offering healthy, innovative products at the highest quality possible. nu3’s selection of product ranges from natural foods like superfoods, low-carb products and sport nutrition to health products. The company was founded in 2011 by Dr. Robert Sünderhauf and Kassian Ortner and has since grown to employ about 100 people.