The market of VMS – Vitamin & Mineral Supplements is growing really fast in India. Becosules is a heritage brand & enjoys immense loyalty within medical fraternity as a vitamin supplement. Based on research & market evaluation it was decided to extend the franchise of Becosules by introducing Mutli Vitamin & Multi Mineral Supplements. With each extension targeted at a distinct consumer profile.
Becosules being a single product brand for many years was on the verge of an evolution. With a range of products coming shortly the challenge was to define a visual architecture and visual vocabulary for each extension keeping a cohesive look for the range. Colors like orange and black were carrying huge design equity with Becosules and had to be used in the new extensions.
Becosules Performance is meant for the active, go getter who does not like to give up or fall back in his day to day life. From a single vitamin to 41 Micro Nutrients was a big story plus that the supplement had Stress Adaptogens was the reason to buy. The brand design uses Gold metallic color with some design sections being embossed & Spot UV. The packaging uses a silhouette of a running man that emphasizes the Performance index of the brand – progressive, confidence & achiever. Very well accepted and appreciated by the medical fraternity and pharmacists.