Branding a supplement to create an entirely new category

Services

Strategy

Naming

Identity

Packaging

Launch

Client

Wellbeing Nutrition

Sector

Healthcare & Wellness

Question

How do you launch a product in a category consumers have never heard of, without making the brand feel like a lesson?

Answer

By making the format feel familiar before it feels new, and building a brand system where every layer of communication earns trust without demanding attention.

Wellbeing Nutrition had already built a reputation as one of India's most innovative nutrition brands. But Melts was a different kind of challenge. Oral Thin Strips as a supplement format were virtually unknown in India, which meant the brand wasn't just competing with other supplement brands, it was competing with every pill, powder, and gummy consumer already trusted and understood.

The work spanned strategy, naming, identity, and packaging, with the digital experience built to follow. It began with a clear problem: how do you educate without overwhelming? The answer was a brand system built around clever simplicity and lifestyle integration, where the masterbrand explained the format, each product name delivered the benefit, and every design decision made the unfamiliar feel approachable. The result was a brand that transformed an unfamiliar innovation into an approachable wellness experience, while laying the foundation for a scalable product ecosystem.

The journey to making the unfamiliar the obvious choice

Naming a category before naming a brand

Our research revealed that the format did not have a common nomenclature globally. We coined "Melts" as the masterbrand, creating a simple, memorable name that explained the product while allowing each SKU to communicate its individual benefit.

Reimagining the supplement pack

We replaced conventional supplement packaging with a custom tin pack, making the format more portable, and premium. The distinctive form reinforced Melts' novelty while creating a memorable product experience from the very first interaction.

Designing for first-time understanding

Every packaging decision was made to reduce cognitive effort, from clear hierarchy and benefit-led communication to vibrant colour systems and intuitive iconography. This helped consumers understand the product at first glance.

Making science feel approachable

Instead of relying on clinical language, we developed a communication system that balanced scientific credibility with conversational simplicity. Concepts like "The Unison Effect" helped reinforce efficacy without overwhelming the consumer.

Ready to hit the shelves

Designed custom point-of-sale samplers and influencer kits that carried the Melts identity beyond the pack, creating memorable brand experiences across retail displays and product seeding.