Wellbeing Nutrition
MELTS: Branding a Nutraceutical Breakthrough
About
Wellbeing Nutrition is a leading Indian nutraceutical brand known for fusing cutting-edge science with clean, plant-based formulations. With a portfolio spanning slow-release capsules, multivitamin melts, and kids’ supplements, the brand is at the forefront of health innovation in India’s wellness space. Its commitment to sustainability, efficacy, and consumer education has made it a go-to choice for modern health-conscious consumers.
Objective
Wellbeing Nutrition approached ting to bring to life a revolutionary new delivery format: oral thin strips for essential vitamins. As a brand constantly innovating in the nutraceutical category, this product needed to look, sound, and feel as breakthrough as the science behind it.
The task was threefold: Create a distinctive brand name that simplified the science while remaining easy to communicate across markets.
Design packaging that felt futuristic and consumer-friendly, setting the product apart on both retail shelves and D2C platforms.
Enable future product scalability across adult and kids’ ranges through a consistent visual and verbal system.
Naming That Sparked a Category
Internally called “OTS” (Oral Thin Strips), the format lacked a user-facing identity. ting took on the challenge of naming the product, looking for a term that was simple, sticky, and self-explanatory.
The result was MELTS — a name that instantly communicated the format, experience, and benefit to consumers.
From there, ting crafted a flexible naming architecture that supported future launches—covering both adult supplements and kids’ variants, enabling the brand to scale its range without diluting recognition.
This was a holistic product branding and packaging design exercise that helped launch one of India’s most recognizable nutraceutical formats.
Designing an Experience, Not Just a Pack
Explaining MELTS was always going to be a challenge. A tiny oral strip that dissolves in six seconds, delivers full nutrient absorption, and measures in IU—not the easiest concept for first-time users.
That’s where ting stepped in to design a packaging ecosystem that informed, impressed, and converted. A custom tin mould was developed to house the strips—sleek, durable, and premium in-hand. Bold, color-coded tins made each variant easy to identify, with every pack adorned in vibrant vector illustrations that explained its core benefits.
A thoughtfully crafted booklet detailed the origin of each ingredient and how it contributed to wellbeing. And perhaps the most loved detail: a cleverly designed reminder sheet that nudged users when it was time to restock.
This wasn’t just packaging—it was a complete unboxing experience that elevated MELTS from a product into a lifestyle.
Explaining MELTS in 60 Seconds
To support the launch, ting created a fun, animated explainer video that broke down the MELTS experience in a way that was easy, engaging, and memorable.
The video showcased how a tiny oral strip could deliver full-dose vitamins in just six seconds, using lighthearted motion graphics, dynamic typography, and a playful narrative voice.
It was designed to educate first-time users, spark curiosity on digital platforms, and bring the innovation behind MELTS to life—all in under a minute.
From Retail Counters to Reels
Beyond branding and packaging, ting also executed a comprehensive social media and BTL activation strategy to amplify the MELTS launch. On-ground, the team designed high-impact sales POS materials—including countertop units, shelf-talkers, and visual merchandising assets that brought instant visibility in retail environments.
On Instagram, ting rolled out a series of visually cohesive grid designs, snackable educational content, and launch-focused reels to spark engagement and drive awareness. Every piece of content was crafted to reinforce the MELTS story—simple, scientific, and super effective.
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