Good Routine
Balance and wellness for demanding modern lives — a supplements brand built on routine, not on cures
Secom is a trusted leader in Romania’s fast-growing food-supplements category that had built its authority in integrative medicine largely by distributing food supplements. Its next move changed that role: to launch its first own brand, an umbrella built to carry a broad range of vitamins, minerals and food supplements and to scale beyond Romania into Europe. Becoming a brand owner is a different discipline from being a trusted retailer, and the new brand had to stand on its own name rather than borrow the company’s.
The category it was entering had a credibility problem. Supplements are crowded with over-promised cures and quasi-medical claims, and that language is under increasing regulatory and consumer scrutiny. Rather than compete in that race, Brandient positioned the brand away from the promise of healing altogether. The real obstacle for a busy, health-aware consumer is not a shortage of products but consistency — knowing what to take and actually taking it, day after day. The name Good Routine reframes supplements as exactly that: a habit rather than a remedy, honest and relatable, and free of the medical claims the category is being called to account for.
"Time" became the organizing idea, because both halves of the story live in it — the challenge is a life too busy to keep good habits, and the remedy is the daily discipline that turns intentions into results. The thought crystallized in "it’s health o’clock" and in a logo built around a clock face: a plain, universal cue that it is time for your daily intake. Its "clock-tower" construction gives the brand a consistent, prominent block that sits the same way on every pack, with a base that carries the product information and the vibrant color that codes and separates the range.
The system was built to scale — and it had to be. Anchored on a single, repeatable idea, the identity gave a fast-growing portfolio strong, coherent shelf presence as it expanded from a launch range into a broad family of products and reached consumers across several European markets.
Client:
Secom Healthcare Group
Industry:
Healthcare
Project type:
New brand creation
Date:
2019
Services:
Brand Positioning, Brand Name, Narratives and Voice, Brand and Portfolio Architecture, Logo and Visual Identity Program, Packaging Design, Communication Design, Branded Environments, Brand Guidelines
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