To recast these category conventions, we moved on two fronts: a new brand system and a global campaign to activate it. We created a bright and energetic visual system to support a more distinctive visual approach, and paired it with a more human voice to create an approachable way in for new customers. We later brought this system to life in a global campaign across Manuka Health’s biggest markets—the U.S., China, Japan, and Germany. Each received a tailored set of design elements, and language guidance was given to reflect individual country cultures while ensuring a consistent brand expression across the globe. The campaign repositioned Manuka Health as the “co-pilot” on any customer’s wellness journey, and centered on the idea of “re-naturing”: people connecting with natural experiences to feel more alive and to bring out the best of what’s inside them. Aimed at driving distinction from the category and loyalty to the brand, the work broke up the sleepy, serene tone set by the category and ushered in a bright new chapter for Manuka Health and its customers.