Two companies, one common goal: EVP Group and Vitafy want to become one of the leading House of Brands in the consumer health sector! The EVP Group has been distributing its consumer health products to retailers, industry and consumers since 1992 – and beyond Europe’s borders. Digital first! is the motto at Vitafy. Customers can find an extensive product portfolio for health, nutrition and fitness on its online D2C platform.

The new brand needs its own unique identity that enables it to conquer international markets together and win over heterogeneous target groups such as employees and investors alike. The branding experts at Melters were commissioned with the development of a suitable name and the corresponding logo as well as the creation of the corporate design manual.

Expressive and authentic – that’s how the new brand should be! We have set to work and developed a name that optimally represents these goals: The combined company is now operating on the market as the ADDVANCE Consumer Health Group. The name promises added value, dynamism and progress and thus reflects exactly what the target groups of the new House of Brands can expect.

These characteristics are also reflected in the logo. The memorable typography lays the foundation for the new identity. A subtle plus sign, integrated into the initial letter, sends a clear message with two instances of interpretation: added value for health.

In addition, we have delivered a practice-oriented style guide that precisely defines the use of logos, design elements and imagery – for a holistic appearance that works!