The health and wellness industry is booming, and vitamin and supplement branding have never been more crucial for success. Global consumers spent more than $177 billion on dietary supplements in 2023, with at least a quarter of that (roughly $45 billion) purchased by Americans, according to Grand View Research. Additionally, approximately 59 million Americans use vitamins or supplements regularly, spending an average of $510 annually.
With demand surging, new vitamins and supplements are flooding the market. But launching a successful company in this space is no easy feat. Once you’ve developed your product, the challenge is breaking through the clutter, grabbing your ideal customer’s attention and building trust for your vitamin brand in a sea of competitors.
And how do you do that? With the right branding.
Vitamin branding is the key to establishing yourself as a must-try brand in the health and wellness space—instead of just another nameless supplement hiding in the back of the vitamin aisle at the local health food store.
But what, exactly, is supplement branding? How do you do it effectively? And what considerations do you need to take when branding your vitamin to make sure your product is the one that all the wellness devotees are talking about? In this guide, we walk you through the branding process from start to finish.
- Vitamin branding and supplement branding are vital for standing out in a competitive health and wellness market and earning consumer trust.
- Key elements of vitamin branding include your brand identity, packaging, logo, website and marketing materials—all designed to communicate your unique message.
- Supplement branding differs from other industries due to strict FDA regulations on labeling and the need to build trust with consumers who ingest your products.
- Establishing your brand’s point of difference (POD), what makes your vitamins or supplements unique, is essential for attracting and retaining loyal customers.
- Consistency across platforms is crucial to building a recognizable brand. Use a cohesive voice, typography, color palette and design across your website, social media and packaging.
- Trends like minimalism, customization and ingredient-inspired designs can help your brand resonate with health-conscious consumers and stand out in the crowded supplement market.
Branding basics
First things first—before we dive into vitamin branding or supplement branding, let’s first cover the basics of what branding (in general) actually is.
When branding your vitamin business (or any business, for that matter), there are three basic concepts you need to understand, known as the “three B’s”—brand, branding, and brand identity.
Source: A great brand identity starts the conversation between your buyers and your brand. Logo and brand identity design by jcontreras via 99designs by Vista.
So, what are these three B’s—and how do they play into building a successful brand?
- Your brand is the perception of your company out in the world.
- Branding is any action you take to shape your brand; branding is the active practice of bringing your unique brand to life.
- Your brand identity is each of the core elements you bring to life in the branding process—like your logo, website and vitamin packaging—to communicate your brand message to your audience.
Essentially, each of the three B’s is like a different piece of the brand-building puzzle. And in order to build a successful, sustainable vitamin and supplement business—or, in other words, to assemble the puzzle—you need all three pieces.
To better understand the difference between brand, branding and brand identity, check out our guide. Then, read through the best branding quotes from established brand marketing gurus to further shape your vision.
Questions to answer before you embrace vitamin branding
To build a cohesive vitamin or supplement brand, you really need to dig deep into who you are, what makes you stand out, and how you will communicate those things in the market.
Source: Who you are as a brand can set you apart from the crowd. Packaging design by Dimadesign via 99designs by Vista.
Here are a few questions you’ll want to answer before you jump into the branding process:
- Who are you? Who are you as a company—and how do you want to communicate that identity to your audience?
- If you could describe your brand in three words, what would they be? Boiling your brand down to a few simple adjectives can help streamline the process and be a key driver for your branding strategy.
- What are your competitors doing—and how are you different? The last thing you want is to build a vitamin brand that blends in. You want to stand out! So, what makes you different from the hundreds of other options on the shelves?
- What are your mission and values? People want to do business with brands that align with their personal mission and values—especially when that brand creates products they’re going to be putting into their bodies. Taking the time to define your brand’s mission and values—and how you will communicate that in your branding—can help you better align with your target audience.
- Who is your ideal customer? You can’t build a supplement brand that will connect with your ideal customers if you don’t know who your ideal customers actually are. Make sure to research the wellness market, identify which demographic you want to target and create an ideal customer avatar to help guide your branding process.
- Where am I selling my vitamins/supplements? There are a huge number of ways to sell your vitamins and supplements, from opening your own brick-and-mortar location to selling through ecommerce to partnering with large retailers or local businesses. Defining your strategy from the get-go can help you develop a branding strategy that makes the most sense for your distribution channels and end customers.
Source: Often, you’ll see every part of a company’s brand identity on its website. Web page design by Dayanova via 99designs by Vista.
The ethics of vitamin branding
Branding a vitamin or supplement company is different from building a clothing brand or launching an ecommerce shop; there are certain rules, regulations and ethics involved.
Let’s start with rules and regulations. The United States Food and Drug Administration (better known as the FDA) has strict guidelines on labeling for vitamins and supplements; for example, in order to claim your supplement is high in vitamin C, it must contain more than 20 percent of the recommended daily value for the vitamin. Before you make any nutritional claims on your label, it’s important to make sure those claims are in line with the FDA guidelines; otherwise, your company could be penalized or your products pulled from the market.
Source: This design makes the product’s vitamin C content absolutely clear, as per FDA guidelines. Product packaging design by Juicide via 99designs by Vista.
The same goes for disease claims. According to the FDA guidelines, a disease claim is defined as a “claim to diagnose, cure, mitigate, treat or prevent disease. Disease claims require prior approval by FDA and may be made only for approved drug products.” So, unless your vitamin or supplement has been approved by the FDA as a treatment for a specific disease, you can’t make any disease claims on your labeling.
Source: Though it might be counterintuitive, a look reminiscent of a generic drugstore product can actually be an effective branding move for your vitamin or supplement. Product label design by Daria Zimmerman via 99designs by Vista.
Outside of following industry rules and regulations, you also need to build trust through your branding. While trust is always an important part of brand/customer relationships, it’s especially important for brands in the vitamin and supplement industry—since your customers will be consuming your products.
Establish your point of difference in your vitamin branding
If you’ve visited a health food store in recent years, you already know that there are hundreds—if not thousands—of supplements on the shelves. If you want our product to get into the hands of your ideal customers, you need a way to stand out.
Your point of difference (POD) is like your “brand special sauce.” It sets you apart and convinces your customers to try your brand of vitamins and supplements instead of the thousands of other options. Your POD should be infused into every part of your branding.
So, for example, let’s say your POD is your supplement containing a proprietary blend of antioxidants that help support immune function. That messaging should be front and center on all of your branding elements, from your vitamin packaging to your social media profiles to your website (you might even have an entire page dedicated to your antioxidant blend, the science behind it, and the benefits!). Wherever your customers interact with your brand, they should immediately know about your antioxidant blend powerhouse—and how they can benefit.
If you’re not sure what your POD is, don’t worry! That just means you need to dig a little deeper into your brand.
When you’re trying to figure out your point of difference, some key questions you may want to ask yourself include:
- What does our brand do better than anyone else?
- Why would our potential customers want to work with us over our competitors?
- What do we stand for as a brand?
- What’s something new and different we’re bringing to the wellness industry?
Digging deeper into who you are, how you’re different and what you bring to the wellness world can help you develop a strong point of difference—and that POD can help you break through the clutter of the vitamin and supplement industry and establish yourself as a must-try brand.
Source: When just an image isn’t enough, a tagline is a great tool. Logo design by RAKconcepts via 99designs by Vista.
Source: Few vitamins and supplements brand themselves in deco-inspired black and gold. But for some brands, it’s the perfect choice. Product label design by merci design via 99designs by Vista.
Define your brand identity
The next step of the vitamin branding process is defining the core design elements of your brand identity.
Those elements include:
- Typography. The brand fonts and typography you use in your brand designs can send a strong message to your customers about who you are and what you’re about as a brand. For example, using a modern sans serif font on your vitamin packaging is going to send a very different message than a graphic font. Make sure whichever fonts you choose for your brand align with the message you’re trying to send.
- Color palette. People tend to have strong associations with color—and when you understand color psychology, you can strategically use color to inspire specific reactions, behaviors and emotions in your audience. For example, if you’re launching a line of supplements that help with hydration, you might want to incorporate blue into your brand color palette, which people associate with water. If you’re launching a line of women’s vitamins, you might want to consider pink, which is traditionally associated with femininity.
- Form/shape. The forms and shapes you use (like sharp corners vs. rounded corners) can create a very different look and feel for your vitamin brand. So, for example, if you’re launching a new line of prenatal vitamins, a more rounded shape would probably feel like a better fit than something sharp or angular. Make sure to choose forms and shapes that fit with the kind of brand you’re trying to create.
- Brand voice. Every strong brand needs a strong brand voice—and defining that voice from the get-go can help to create a consistent brand experience for your customers. So, for example, if you want to appeal to wellness enthusiasts, using positive, empowering language will probably land better than a more sarcastic brand voice.
Source: Even a subtle detail, like the orange stripe on this label, can make a strong connection with your clients. Here, the orange stripe reminds consumers of oranges, which in turn makes them think of vitamin C. Product label design by greenboys™ via 99designs by Vista.
Source: Take a minute to think about all this logo says about its brand. The triangle base, the soft green palette and the sans serif font all work together to define the brand. Logo design by Aadheesh via 99designs by Vista.
Source: Similarly, this white label makes consumers associate the product with cleanliness and purity—two characteristics consumers want most in supplements. Product label by cynemes via 99designs by Vista.
Design your key brand elements
Once you’ve defined the basics of your brand identity, it’s time to leverage those basics to create the essential elements of your supplement branding.
There are a few key branding elements you’ll need to launch your vitamin brand, including:
Source: Your brand’s logo is perhaps its hardest-working asset. Logo design by OneFocusDesign via 99designs by Vista.
- Logo. Think of your logo as the face of your supplement brand; because it is such a visible part of your branding, it’s one of the most important elements to get right. Make sure you spend the time, energy, and resources necessary to develop a unique, on-brand logo.
- Website. Every brand needs a website—including vitamin brands. Not only do you need to create a website that’s well-designed, on-brand, and grabs your customers’ attention, but you also need to make sure that any website copy complies with FDA guidelines.
- Packaging. As mentioned, there’s a lot of competition in the vitamin industry—so creating eye-catching packaging is important. But it’s also important to think about functionality and compliance; not only does your packaging have to look good, but it also needs to be safe and effective in storing your product.
- Marketing brochures and educational materials. Some stores allow you to leave marketing or educational materials for customers—and if that’s the case for your products, that’s another brand element you’ll need to design and develop. Again, just remember—it’s important to make sure any writing or copy is fully compliant with vitamin industry guidelines.
Each of these elements plays an important role in launching a successful vitamin brand—so, before you move forward with your brand launch, make sure each element is designed, on-brand and ready to go.
Source: Think about the energy that radiates from this packaging. It’s covered in lush flora, teeming with life…just like the consumer’s body, thanks to the vitamins inside. Product packaging design by Daria V. via 99designs by Vista.
Source: In this brochure, each product has its own unique design that fits into the overarching brand design. Brochure design by Kiwari via 99designs by Vista.
Branding yourself across platforms
Like we mentioned earlier, building a successful vitamin or supplement brand is all about trust. And if you want your customers to trust you, it’s important that they have a consistent experience with your brand—no matter where they encounter you.
Source: Companies that sell vitamins and supplements can take branding cues from vitamin and supplement branding. Website design by Ditya Gie via 99designs by Vista.
When you’re building your brand strategy, it’s important to think about how you’re going to brand your vitamins or supplements across a variety of different platforms and brand touchpoints, including:
- Your website
- Social media
- Advertising
- Email communications/marketing
- Press opportunities
- Influencer partnerships
- Retail partnerships
So, for example, say you were working on an influencer marketing campaign to get your vitamins in front of new audiences. If your branding on your website, packaging and social media profiles is all about vegan, holistic wellness, you would want to look for influencer partners who were also focused on veganism and holistic wellness practices—versus, say, influencers in the Paleo space.
Check out our collection of the best brand style guide examples and learn how to create your brand style guide to ensure vitamin branding consistency.
Vitamin branding trends to consider
Building a unique, distinctive brand is a must if you want to succeed in the vitamin and supplement industry. But that doesn’t mean you can’t take inspiration from current trends!
Source: Clean, modern and green are effective ways to connect with health-conscious consumers. Landing page design by vyncadq via 99designs by Vista.
Some vitamin branding trends you might want to consider when building your vitamin brand include:
- Minimalism. When it comes to vitamin and supplement branding, sometimes less is more. In recent years, many vitamin brands have been forgoing over-the-top designs for a more sleek, minimalist approach to branding. Going for a minimalist look with your vitamin branding can send the message that you have nothing to hide (and, as such, aren’t hiding behind bold colors, graphics, or other design elements)—which can help drive trust with consumers.
- Customization. One of the biggest trends in the world of vitamins and supplements right now? Customization. Instead of taking a one-size-fits-all approach, many vitamin brands are coming up with customized products for their customers. Again, this can help increase trust; your customers will see that you’re taking the time to develop products and product ones that speak to them—for example, multivitamins specifically for women over 50 or customized supplement regimens based on health concerns.
- Using ingredients as design inspiration. If you want it to be immediately clear what ingredients are in your vitamins or supplements, why not use your ingredients as design inspiration? Many vitamin companies build their branding and design strategy around their key ingredients—for example, using an orange color palette or graphics of an orange for a vitamin C supplement.
Source: This design emphasizes the natural state of its product by combining an image of living plants with packaging reminiscent of unbleached, recycled paper. Packaging design by Mj.vass via 99designs by Vista.
Get out there and brand your vitamins
Building a successful vitamin or supplement brand takes time and effort, but the steps are clear. Start with the basics: define your brand identity, establish your unique point of difference and create standout branding elements like a logo, packaging and website. Ensure consistency across platforms and adhere to industry regulations to build trust with your audience.
By leveraging trends like minimalism, customization and ingredient-focused designs, you can connect with health-conscious consumers and stand out in a crowded market. Now that you know what it takes, it’s time to put these strategies into action and bring your brand to life. Get started today!
FAQ
What is vitamin branding?
Vitamin branding involves creating a distinct identity for your vitamin products through design, messaging and marketing. This includes elements like logos, packaging and positioning that resonate with your target audience.
What is supplement branding?
Supplement branding focuses on developing a cohesive brand identity for dietary supplements. It includes visual elements, brand voice and marketing strategies that build trust and attract customers.
Why is branding important for vitamins and supplements?
Strong branding helps your products stand out in a crowded market, builds trust with consumers and effectively communicates their quality and benefits.
What elements should a vitamin brand include?
A vitamin brand should include a memorable logo, appealing packaging design, clear product labeling and a consistent brand voice that reflects the values and benefits of your products.
How can I make my supplement brand stand out?
Focus on unique selling points, such as organic ingredients, sustainable practices or specific health benefits. To differentiate your brand, use innovative packaging, relatable messaging and a strong online presence.
