To breathe new life into the brand, Metamucil was repositioned from a reactive “problem/solution” product to a proactive wellness brand. The journey began by creating a wellness vision and story for the brand, transitioning it to a health and wellness brand that is rooted in the idea of “change.” Interbrand brought forward a fresh image for the brand and help it shed its old “grandma’s brand” baggage. The brand name, Metamucil, was shortened to Meta. This change gives the brand the needed stretch to bring the wellness vision to life by serving as a Master Brand over new product lines and benefits such as Meta Health Bars, Meta Probiotics, and more. Interbrand also changed the look of Metamucil by modernizing the face of the brand through look, tone, and feel: visual identity and brand mark to encourage consumers to "make a change."