Rainbow Light Nutritional Systems has been a leader in the natural supplements field since 1981. Over time, emphasis on new products and added product features led to its brand identity becoming recessive both on shelf and in the minds of supplements consumers. Faced with new, potent competition, Rainbow Light asked Connector Branding to develop a new, powerful expression of its brand.
Based on competitive audits, consumer and channel research, the brand platform was strengthened and used to create a new identity, supporting design system, packaging and copy. Confirmed by consumers, the new brand was extended to over 100 SKU’s and launched in 2014. The new brand makes an impactful statement on-shelf and in the words of one of its channel partners, “Rainbow Light is back!”