NutraNext, a vitamin and supplement company based in Washington, D.C. was launching a new supplement brand focusing on “highly effective” ingredients that offer clear, clinical benefits. Our creative development focused on the executive team’s strong commitment to authenticity and accuracy in product performance. To quote the company’s CEO: “No smoke, no mirrors”.
To support the company’s values and the process they used to validate performance, a common, real word was recommended by Lexicon: Objective. A major asset of Objective is its distinctiveness and unexpected nature in the category.