Ingenious partners with Unfound Studio to redefine brand identity
- New identity seeks to elevate brand position in the supplement market
- Unfound Studio delivered a modern visual identity, a compelling tone of voice and a cohesive 3D brand world
London, UK, 9th December: Supplement brand Ingenious, renowned for developing the UK’s first clinically proven collagen supplement, has partnered with creative agency Unfound Studio. The collaboration aims to revitalise its brand identity and reposition the supplement as a leader in its competitive market.
Ingenious has more than 14 years industry experience and a scientifically rigorous product portfolio, including patented capsule technology designed to deliver ingredients precisely at the point of maximum absorption. Yet it faced challenges in aligning its innovative products with an impactful and modern brand presence.
Pupinder Ghatora, CEO of Ingenious, said: “The products and the science we had nailed. We know everything to do with the product and its effectiveness works, but the branding never did.”
The supplement market is plagued with misinformation, with many people questioning the integrity of products. The collagen space in particular has been a shoehorned category typically associated with the over 50s female market looking for anti-aging properties and beauty benefits. The superficial nature of collagen marketing has led to a lack of trust in the product for any other benefits it can deliver.
Unfound Studio was tasked with addressing these issues and making a virtue of the brand’s robust scientific principles: a unique and patented product that holds benefits beyond beauty, targeting skin, hair, joints, recovery and more.
Breaking industry moulds
To achieve this, Unfound Studio recognised the need to move beyond conventional industry visuals and narratives, which fell short of reflecting the premium quality of the products. Ingenious partnered with Unfound Studio to achieve a strategic and creative overhaul - and to challenge the superficial conventions of the sector.
Following a recent internal positioning shake-up that had primed the business for a huge transformation, the collaboration with Unfound Studio involved a 360-degree rebranding initiative encompassing brand strategy, visual identity, packaging and a tailored rollout across e-commerce, social platforms and retail environments.
Redefining 14 years of study
Following the rebrand, Ghatora notes: “The company was once carried on the product strength, but now with the combined power of product strength and brand impact, there's nothing to hold us back. The work captures our ethos of honesty, integrity and effectiveness, transforming 14 years of history into a bold, differentiated brand that resonates deeply with both existing clients and new audiences. The results speak for themselves: increased engagement, opened doors to new partnerships and a brand identity that finally matches our product’s excellence.”
Key elements of the rebrand include a tone of voice that combines scientific credibility with approachable sophistication to demystify confusing science-based language, a 3D brand world to illustrate product benefits and a cohesive lifestyle-led narrative across all consumer touchpoints.
Jay Topham, Co-founder of Unfound Studio, said: “One of the biggest challenges in the supplement market is making products seamlessly fit into users’ daily routines. Our approach with Ingenious was to develop a lifestyle-oriented brand that aligns with the aspirations and practical needs of a modern, health-conscious consumer. Through understanding the audience, we created a strategy that not only communicates the product’s clinical rigour but also integrates into the lives of consumers.”
