New Chapter

Force of Nature

From a conventional supplement brand
To a quality-obsessed expert in nutrition.

CHALLENGE

New Chapter — a heritage brand within P&G’s portfolio — needed to reclaim its distinctiveness in a category crowded with “yoga-on-a-mountaintop” sameness. Despite leading the industry in product quality and formulation, the brand’s communication had grown predictable and transactional. The task: reignite the magic of a brand built on nature, science, and obsession with using the best ingredients nature has to offer.

STRATEGY

In a world of quick fixes and synthetic shortcuts, true health takes patience, precision, and purpose. Our strategy was to elevate New Chapter’s obsession with quality into a belief system — positioning the brand as a steward of “Nature’s Wisdom.” Rather than mimic the category’s superficial wellness cues, we focused on crafting a modern visual and emotional language rooted in integrity, craftsmanship, and the quiet power of nature itself.

CREATIVE SOLUTION

We rebuilt New Chapter’s brand identity from the ground up, developing a refined system of color, photography, and tone that embodied purity and sophistication. Soft light, subtle styling, and meticulous production design brought warmth and humanity to the brand’s premium science. The integrated campaign celebrated New Chapter’s refusal to cut corners, while cinematic spots and digital storytelling connected the rational benefits of better nutrition to the emotional reward of feeling genuinely well.