Health & Wellness Brand Strategy, Creative & Consulting
Key challenges facing Health & Wellness brands today:
The massive shocks unleashed by Covid-19 have accelerated interest in proactive health & wellness across every category. From Beauty to Light bulbs, Sleep, Stress, Supplements, Fitness, Nutrition, Mental Health, Cognitive Health, Heart Health, Gut Health, Oral Health, Women's Health, Digital Health, Sexual Health, Travel.
Wellness is the OG of longevity. Full stop. The result: According to McKinsey, wellness is now a $1.8 trillion market globally spanning the internal and external.
There are major trends. Cockamamie fads. Iceberg exfoliation, anyone? & no shortage of misinformation, health profiteering & questionable products & practices.
Add to that, sweeping changes in health and wellness policies under the MAHA movement led by the poster child of pseudo-science, RFK Jr.
It's wild wellness west. For sure. So how do you transform the commotion into forward motion? Glad you asked.
How Insurgents addresses these challenges:
No joke, wellness is serious business. And the risks should not be trivialized. Wellness brands must provide a strategic approach, focusing on compliance, differentiation & trust-building.
A good place to start is by catering to specific demographic niches within the wellness market, tailoring your products & marketing to meet their unique needs.
For instance, we know wellness seekers are not homogenous. Yet, many brands clump consumer concerns into monoliths like stress or sleep, missing the distinct, nuanced generational need states, habits & aspirations of Gen Zs, Millennials, Xers & Boomers.
That’s why at Insurgents, we begin with a deep dive into what makes your specific audience tick. Are they succeeders, strugglers or shirkers? Do they rely on doctors or digital for their recos. Are they splurging or feeling the squeeze of tight budgets?
Then we customize unique communications, content and campaigns based on micro-targeted consumer insights and behaviors to deliver hyper-relevant strategies, bespoke experiences & authentic competitive advantage.
Core Services
We believe brands are best when their purpose & promise touch every touch point. So, we do brands from end to end. Need a formula? We work with the best formulators. Website? No worries. Digital? Logo or Package Design? Done! & done! & we do it all without the outrageous agency bloat that bogs thinking – or budgets - down. Seriously who has time for that!
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Your ONE WORD Brand Anchoring Theme is your most critical guiding concept. But too often it’s hiding in an accumulating mish-mash of competing ideas. We begin by blowing things up. We take your brand apart piece by piece to reveal the ONE WORD that defines your brand, delivers your promise, disrupts your industry & grows your business.
Brand Equity Analysis
Stakeholder Interviews
Competitive Review
Market & Consumer Insights
Trend Analysis
Whitespace Opportunities
Quan & Qual Testing (if required)
Findings Presentation
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Now comes the fun part. Rebuilding. We help create a credible, compelling & consistent Brand World including architecture, narrative & culture with the power to burn its way into the hearts & minds of your teams, stakeholders, partners & customers so they believe what you believe & become diehard evangelists.
ONE WORD Anchoring Theme
Brand Positioning & POV
Storytelling Strategy
Brand & Product Naming
Core Messaging & Tone of Voice
Visual Identity & Art Direction
Portfolio Architecture
Brand Culture
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We design a dynamic & distinctive identity system that is strategically & aesthetically aligned to your brand your including logo design, colors, fonts, photography style, iconography, and other brand elements. Then we show how they are applied across marketing, collateral, web design, PR & messaging. This framework ensures accuracy & consistency at all touchpoints.
Brand Guidelines & Aesthetics
Mood Boards
Asset Library
Logo Design or Redesign
Visual Identity System
Typography
Color Design
Package Design
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Now it’s time to take your message to the world. We’ll help you create provocative creative, marketing & communications across all touchpoints The result: strategies that pull rather than pitch, experiences that increase mindshare & market share & communications filled with wit, emotion & humanity.
Campaign Creative & Production
Marketing Strategy
Advertising
Website & Ecommerce Design
CRM
Social & Content Strategy (Blogs, Articles & Posts)
Out-of-Home (OOH)
Video & Motion Graphics
Photography
Social Mission & Impact Strategy
Brand Culture Development
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In a world of rapid-fire change, brands must constantly find new ways to solve authentic problems & bring their stories to life without abandoning their core beliefs. We flood the zone with experiences that increase awareness & engagement, deepen emotional connections, deliver a powerful competitive advantage to move hearts & minds as much as they move businesses & the bottom line.
Business Development
Growth Strategy
Product Innovations
Promotions & Seasonal Campaigns
Brand Partnerships & Collaborations
Influencer Campaigns
Merchandising Strategy
Retail Experiences
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Future-proofing is all about anticipating what’s next & developing the strategies that help you to succeed long-term. We have our finger on the marketplace right now & a Spidey sense for where it’s headed tomorrow. This vital intel will help you have the radical readiness to evolve & seize bold & game changing opportunities that will grow your business, disrupt your industry & keep your brand vibrant, alive & relevant.
Innovation Strategy
Tomorrow Finding
Trend Watching
Competitive Tracking
SciencePower
Accelerate Excellence.
Given that postbiotics are still a newly emerging concept, it’s easy to get sucked into the trap of explaining how yours differ from pre, pro or postbiotic combinations. We created an entirely new category - Accelerants – to explain the SciencePower’s unique advantage: a proprietary, multi-strain, Sequential Fermentation process supercharges specific biological activity.
CHWCE
Chew Your Juice.
Is the “juice you chew” which makes it an outrageously healthy, deliciously-balanced snack or meal and totally unique taste & experience. First, we changed the name from Chuice to CHWCE to reinforce the chewiness. We created a bolder, gutsier logo & product profile. & a campaign to convey the rugged, raw, real taste experience for the hardcore healthy for Those who Live Life Unfiltered.
Brilli Lightbulbs
The light that turns you on.
Our brilliant work for Brilli Light Bulbs lit up the wellness category – making them not only first company to focus on improving health, wellness, mood & energy through light but helping them become the largest health and wellness lighting company in the US.
Great minds don’t think alike. Are you ready to Think Bigger? Think Faster? Think Smarter, Sharper and More Creatively? Are you ready to turn your thoughts into actions? Rather than focusing on inner / self-directed benefits, we positioned Higher Mind as the way to expand thinking, inspire curiosity, creativity & learning. Because the world needs bigger, smarter thinkers to help solve the vexing problems of our time.
Higher Mind
Think Up.
SoulLink
Find your self.
Unlike “mainstream” meditation apps that merely offer a blissful, yet momentary escape from daily struggles, Soul Link redefines meditation, propelling users into a realm of self-discovery, transcendence & inner growth delivered through evidence-based design & the impact of music on the brain, creating a curated fusion of science & spirituality.
Frequently Asked Questions
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Focus: Prioritize consumer segmentation to create personalized wellness products, marketing & communications that address unique needs. Foster genuine community engagement through social media & customer service.
Substantiate: Forget vague promises like "feel better, healthier." Be clear & transparent about ingredient benefits & claims. Provide scientific support for your products in an accessible, human way to build trust & avoid misleading promises.
Educate: Offer valuable information that educates your audience about wellness topics, demonstrating your expertise & commitment to their health.
By addressing these areas, your wellness brand will thrive—creating a loyal customer base and standing out in a crowded market.
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As part of our Detonate Process, we start by assessing your strengths, weakness, opportunities & threats (SWOT). The things that made you successful in the first place. We review your history, all relevant work to date, reviews, business model, competition, communications. Through our stakeholder interviews, we learn your likes, dislikes and pet peeves. We identify and honor your most powerful assets & reframe them where necessary. Finally, we study consumer behaviors, trends & movements across the social, cultural, geographic, economic, environmental & political landscape. Because we believe the best brands live in the real world – not a vacuum.
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We believe there’s a time and a place for research. Customers aren’t necessarily the best at coming up with solutions. They tend to gravitate towards what they already know. As Henry Ford once said: “If I had asked my customers what they wanted, they’d have said a faster horse.” So, if you are looking for a thumbs up / thumbs down approvals, we’ll likely tell you to trust your gut. But if you want to better understand your audience & their pain points, we work with top notch quantitative and qualitative research firms that can help suss out deep consumer insights & give us the intel to deliver on Diana Vreeland’s sage advice: “Give them what they never knew they wanted.”
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Great branding begins with a single powerful idea that is:
Differentiated. Develop a clear, distinct & unique-to-you-strategy that makes you one of a kind vs one of many.
Disciplined. Consistency is what keeps customers coming back for more. They know they’re getting the same unmatched performance, the same sass & the same great customer service at every touch point and encounter with you.
Daring. Bring excitement and energy to the category & your brand by expressing your unique Point Of View with courage & conviction. This will create a strong, unbreakable emotional connection with your audience.
Get in Touch.
Whether you’re an Insurgent start up seeking to be scalable – or saleable – or a Resurgent – a mature brand in search of your lost mojo, Insurgents can help you create bold, game changing ideas, strategies that sizzle and experiences that surprise, engage, delight and inspire customers and move the marketplace
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