Launch of a supplement brand in the market
Market analysis, business planning, product development, and launch of the premium supplement brand Kick OFF for the wellness and performance segment.
Period: 2021 a 2024
In 2021, a group of investors connected to the vegan cosmetics market approached Think with the objective of developing a new brand within the universe of natural and conscious products.
The first phase of the project focused on market analysis, aiming to identify categories with the highest potential for growth, differentiation, and value creation.
During the strategic diagnosis, we identified that the wellness and personal performance market was experiencing accelerated expansion, driven by consumers interested in health, longevity, and high performance in their daily lives.
When evaluating the competitive landscape, we also identified a clear gap in the Brazilian market: many sports supplement brands relied on communication associated with traditional bodybuilding, with aggressive aesthetics, technical language, and mass-market positioning.
This model did not resonate with a new consumer profile.
Based on this analysis, we identified an opportunity within an emerging audience composed of amateur athletes, triathlon, running, and cycling practitioners, and consumers who value technology, design, and performance.
This audience consumes premium equipment and brands but lacked, in Brazil, a supplement brand that reflected the same level of aesthetic sophistication and lifestyle narrative.
It was from this insight that Kick OFF emerged — a multifunctional supplement brand positioned within the wellness and performance space.
The project included structuring the business and product portfolio, defining the brand’s strategic positioning, and building its market narrative.
The proposal was to develop a brand capable of engaging with contemporary sports communities and a consumer who views well-being as part of a broader lifestyle.
The positioning aimed to combine performance, health, contemporary design, and an active lifestyle.
Moving away from the traditional fitness aesthetic, the brand adopted a more modern, minimalist language aligned with new generations of consumers.
Analysis of the competitive landscape, mapping of sales channels, consumer behavior, and trends within the wellness market.
This phase included:
- analysis of leading brands in the category
- evaluation of visual aesthetics and communication language
- identification of strategic gaps in the Brazilian market
- mapping of opportunities within premium and sports lifestyle segments
Definition of the brand’s value proposition, narrative construction, and development of a structured launch plan.
Key elements defined:
- product concept (differentiation, packaging)
- brand strategic territory
- priority target audience
- competitive differentiation
- market entry strategy
Building scientific credibility through the analysis of specialized literature related to product actives and benefits.
This work included:
- analysis of scientific articles and clinical studies
- technical validation of key claims
- structuring scientific arguments for communication
- development of an evidence-based narrative
Comprehensive development of the brand’s visual language and core communication assets.
Scope included:
- branding and visual identity
- packaging design
- creative direction for photography and content
- key visual development
- visual strategy for e-commerce
- institutional and promotional materials (online and offline)
Development of a structured content strategy to position the brand and build community.
The plan was based on three content pillars:
- Institutional content
- Presentation of the brand, purpose, differentiators, and positioning within the wellness space
- Educational content
- Information on health, performance, supplementation, and active lifestyle, supported by scientific references
- Commercial content
- Communication of product benefits, formulation differentiators, and trial stimulation
The objective was to create a continuous communication flow capable of strengthening brand authority and driving engagement with sports communities.
The launch strategy also included building a relationship network within the sports and health communities.
Mapped stakeholders included:
- influencers within the sports ecosystem
- professional and amateur athletes
- doctors and healthcare professionals connected to performance and wellness
Additionally, relevant sports and lifestyle events were mapped for brand activation and audience engagement.
This strategy positioned the brand within a real ecosystem of sports practice, strengthening its credibility and presence within the community.
The Kick OFF project demonstrated that building a brand in the wellness market requires an integrated approach that combines market intelligence, scientific positioning, brand design, content strategy, and commercial development.
More than launching a product, the objective was to structure a premium brand capable of engaging with a new generation of consumers who associate health, performance, and lifestyle.