AYA - Vitamins & Supplements
AYA finds its visual voice
Irish vitamins and supplements brand, AYA, needed more than its logo to stand out and speak up in the highly competitive health and wellbeing category.
The Task
‘Our logo can only do so much’, was the loud and clear message from the AYA brand team of Aine Devlin and Clodagh Egan. ‘We need a visual look for the brand that we can use across all our marketing communications’, they continued. And with the impressive recruitment of two new brand ambassadors, Irish rugby and football internationals Robbie Henshaw and Amber Barrett, it was even more important for AYA to build a visual identity that could create a distinctive look and build recognition for the brand. A visual world for AYA - and a new tag line to replace Say Heya to AYA - needed to be developed.
The Process
A full review of what AYA did as a brand in relation to its brand communications and packaging design helped us to understand how and where the brand was talking to its consumer base. This included a visit to the pharmacy stores where AYA was stocked to see how the brand was working at point of sale. The creation of the AYA brand model enabled us to sharpen how the brand wanted to be seen and what AYA stood for. This gave us the inspiration to look at different creative directions that could be explored. Each direction was different yet still true to the brand’s proposition.
Each direction provided an overall look but gave some strong clues as to how that look could work on key brand communications. Once a direction had been chosen, we started to develop initial designs for a range of brand communications from outdoor advertising to social media. This clearly demonstrated how the brand’s assets and tone of voice could be used to create a distinctive visual identity for AYA. Alongside this work, we were asked to prepare some key visual material that was to go live imminently that featured brand ambassadors Robbie and Amber.
The Result
A full brand style guide is now complete as well as a number of examples of the brand at work in advertising, social media and packaging design. From a start date in January 2023, AYA’s visual identity is now fully defined and rolling out, helping to drive sales volumes upwards.
