TRUETONiQS™ is a line of liquid dietary supplements designed for a growing number of people who demand more than sugary sodas when they say, “I’m thirsty.” Beyond that need, TRUETONiQS is the only brand sitting at the intersection of refreshment, hydration and nutrition. And we’re telling our story, not with a bunch of miracle in a bottle claims, but with a simple request that consumers give our elixirs a try, then tell us what they think. After all, to us, “How you feel is all that matters."
TRUETONiQS™ has just reformulated its SKUs—BRAIN TONiQ™ and FIT TONiQ™—and added two formulas, ZEN TONiQ™ and IMMUNO TONiQ™. We need a brand story and super-compelling graphic design system to stand apart in the crowded cold case while being true to what we are as a company, as a brand and as people.
We’re special because we’re based in Ayurveda, the 5,000-year-old medicine of India. We’re confident in our formulations, but we’re also very aware of intense FDA scrutiny involving nutritional supplement claims.
We had to communicate a confidence in the quality and efficacy of our products without raising the ire of the FDA, and frankly, without bullshitting consumers with a bunch of marketing propaganda.
We focused on the botanicals and used Rorschach-style inkblots as key design elements — a way to visually reinforce our brand position. Is that a meditating man on FIT TONiQ? You decide...
Our story therefore puts the consumer in charge, by expressly not making claims. Instead, we ask for trial and feedback on the open web. We’re hoping this level of transparency and trust will make us popular with an increasingly savvy and skeptical consumer.
This communication strategy was expressed through: packaging, sales materials, merchandising, trade show booth, new website and more.
TRUETONiQS™ 2.0 made its first public appearance in March at the Natural Products Expo West in Anaheim, California.