A complex message, as this one was, is seen as a difficult message from the inside. Here, we have a vital, life saving metabolic product that needed more presence, more impact. Supposedly our dilemma was that competitive products were no different to ours.

Not true. We found a difference. The fact that patients needed less of this product to have the same beneficial effect was like striking gold. It guided us visually, and it set our tone of voice. Small statement, big impact. Always works.

Dieticians, healthcare professionals and, most importanly, patients, now know and recognise the brand in a way that simply didn't happen before. And all underpinned with a visual approach that can't be ignored. There's not a lot to it but, less is more after all.