2fluid concepts for Best of Health given clean bill

2fluid had final concepts approved this week for the rebranding of health food company Best of Health.

The rebranding, worth a £250 000 design fee to the Glasgow-based consultancy, includes a revamped visual identity, brand guidelines, packaging, brochures, advertising and website work, for use across European, British and US markets. Products carrying the new branding will be on-shelf from late June.

2fluid managing director Jacqueline Doherty says that the revamp was necessary because Best of Health did not focus on branding when it launched.

‘[The client] took its product to market quickly and is only a year old, but is [now] building up a real momentum. We’ve put clear guidelines in place to ensure everything co-ordinates visually and have thought about branding in the context of its business needs over the next five years,’ she says.

The consultancy was briefed to develop a visual identity that could be applied to products ranging from food supplements to beauty products, says 2fluid creative director Dino Squillino.

‘The challenge was taking what they had and moving it on in a way that became useable across all formats, from packaging to the website,’ he says.

‘Initially, the logo was grass green but we’ve taken it away from its association with green, because [Best of Health] isn’t just about eating vegetables.

‘We chose yellow because it speaks about inner aspirations about health and communicates a warm glow,’ he adds.

2fluid, which was appointed in March, won the business following a five-way, unpaid, creative pitch against both British and US consultancies.

Best of Health operates as Radiant Health in the US.