TAILOR-MADE WELLBEING
A CUSTOMIZED PLAN
The wellbeing offered by Nutrivel is a wellbeing designed to measure, which enters the health segment backed by RBA Design's targeted communication.
From Giuliani Farmaceutici, the first personalised plan of probiotics and natural active ingredients, born from the following consideration: on the path to improving one's daily wellbeing, individual characteristics play a decisive role. Hence the need to develop ad hoc solutions by analysing each person's specific microbiota, together with their lifestyle and eating habits. The Nutrivel system, developed by the team of Giuliani Researchers on the basis of established knowledge in medical and nutritional science, is based on a selection of as many as seventeen active ingredients, chosen for their efficacy profile and divided into five areas of intervention: energy, mood and concentration, defences, metabolism and digestion, vitality and longevity.
These represent the fundamental areas of human health.
A particularly ambitious and specific project, for which the agency handled the study and management of several digital touchpoints.
THE COMMUNICATION PLAN: A USER-FRIENDLY DESIGN
In order to better guide consumers in choosing their plan, it was necessary to create a communication that was simple and immediate, but that could at the same time preserve the technicality and the specificity of Nutrivel.
The selection process takes place on the website www.nutrivel.it, conceived by RBA Design as the gateway to the Nutrivel world: a user-friendly site that guides the consumer through every step, from filling in the diagnostic questionnaire to identifying their own specific plan. The easy-to-understand graphics create a navigation path that explains, step by step, how the Nutrivel personalised plan works. The choice of colours, the visibility of the information, the copy: everything helps guide the consumer through a digital experience that makes it easy to obtain the ideal plan. The site also features a video tutorial which, through a simple, descriptive infographic, clearly explains the programme, how to fill in the questionnaire to identify one's specific needs, and the features of the two Plans, Basic and Advanced. At the end of the questionnaire, to finalize the purchase, you are redirected to the site of Farmaè, Nutrivel's exclusive partner and one of Italy's leading e-commerce sites in the Health and Wellness market. A personal area also lets users track all their progress.
RBA Design also developed for the brand a digital magazine, in a dedicated space within the site. Here, a team of science journalists creates content that explores topics related to the microbiota and various aspects of wellbeing, lifestyle and health.
The communication plan designed for Nutrivel is completed by the activation and the management of the Facebook and Instagram social channels, for which ad hoc content is created that connect the brand with different target audiences through informative, engaging formats, and posts that relaunch the articles published in the magazine.
In addition, presentation materials were developed, such as a leaflet and a couvette, which continue to follow the tone of voice and colour palette used throughout the communication.
Ethics, professionalism and innovation thus come together in a unique, complete system, for which RBA Design devised an accessible, precise design that, also on a semiotic level, best communicates the brand's mission.
