Uncover Hidden Needs. Reshape a Smart Brand Image.
Established in 1986, MSL is one of the market's most highly recognised nutritionist brands. MSL has received high praise for providing customers with comprehensive personalised diet plans for 35 years. Unfortunately, just like many other classic brands, MSL is faced with the problem of ageing: new generations are either unfamiliar or unimpressed due to the brand’s low transparency on service charges and lacking brand personality. In view of this, Ztory has helped MSL revamp its brand story, logo, and visual identity system, in order for them to shake off its conventional image and start afresh.
Client
- MSL
What We Did
- Brand Story
- Rebranding
- Slogan
- Social Media Campaign
In the past, many would assume nutritionist services are only tailored for those aiming to lose weight. The truth is nutritionists can also provide dietary advice and health tips. Ztory has noticed that people nowadays often suffer from health problems and undesirable appearance due to unbalanced diets at work.
Therefore, the team decided to use 'Eat Smart' as the core concept of the brand story, linking healthy eating with smartness, in order to strike a chord with current consumers and at the same time bring them closer to urbanites.
Brand-new Visual Identity & Marketing Strategy
On top of that, Ztory also refined MSL’s logo by incorporating neutral colours into the visual identity system, creating a dynamic, energetic and healthy brand image. In gaining publicity, the team strives to promote the “Eat Smart” concept by sharing information about healthy eating on social media platforms, encouraging consumer involvement and interaction, as well as enhancing brand awareness and level of recognition in the market.
By introducing a brand-new image and sharing useful health tips, MSL has successfully minimised the distance between the company and customers. Positive reviews have also been trickling in through social media. Ztory believes that MSL could appeal to an ever-increasing crowd, as long as they continue to observe consumer needs and promptly respond with relevant useful information.
