Brand Strategy
ASTAXIN
About the Project
Challenge:
As the Swedish astaxanthin brand Astaxin marked 30 years in the Chinese market, it faced the challenge of resonating with a new generation of consumers. To address this, Astaxin partnered with Brann for a brand refresh and to clarify key selling points. Through market research and audience segmentation, Brann accurately analyzed the needs of different consumer groups, identifying the product benefits and emotional values each group should focus on, and crafted tailored brand narratives for each segment.
Strategy:
Drawing on the Swedish “Lagom” (just the right amount) lifestyle philosophy, Brann enhanced Astaxin’s health benefits, going beyond the traditional “Made in Sweden” label to create a strong emotional and lifestyle connection with younger consumers. As a result, Astaxin successfully transformed from a single-product brand into an international brand with diverse selling points, forging a close bond with the new generation of consumers.
Challenge:
As the Swedish astaxanthin brand Astaxin marked 30 years in the Chinese market, it faced the challenge of resonating with a new generation of consumers. To address this, Astaxin partnered with Brann for a brand refresh and to clarify key selling points. Through market research and audience segmentation, Brann accurately analyzed the needs of different consumer groups, identifying the product benefits and emotional values each group should focus on, and crafted tailored brand narratives for each segment.
Strategy:
Drawing on the Swedish “Lagom” (just the right amount) lifestyle philosophy, Brann enhanced Astaxin’s health benefits, going beyond the traditional “Made in Sweden” label to create a strong emotional and lifestyle connection with younger consumers. As a result, Astaxin successfully transformed from a single-product brand into an international brand with diverse selling points, forging a close bond with the new generation of consumers.
Challenge:
As the Swedish astaxanthin brand Astaxin marked 30 years in the Chinese market, it faced the challenge of resonating with a new generation of consumers. To address this, Astaxin partnered with Brann for a brand refresh and to clarify key selling points. Through market research and audience segmentation, Brann accurately analyzed the needs of different consumer groups, identifying the product benefits and emotional values each group should focus on, and crafted tailored brand narratives for each segment.
Strategy:
Drawing on the Swedish “Lagom” (just the right amount) lifestyle philosophy, Brann enhanced Astaxin’s health benefits, going beyond the traditional “Made in Sweden” label to create a strong emotional and lifestyle connection with younger consumers. As a result, Astaxin successfully transformed from a single-product brand into an international brand with diverse selling points, forging a close bond with the new generation of consumers.
Industry
Nutraceuticals
Health and Wellness
Year
2023
