Bob's Your Uncle

Platinum Naturals: A New Look for a Premium Wellness Brand

How do you transform a fragmented supplement shelf into a premium, unified brand experience?
Platinum Naturals partnered with Bob’s Your Uncle to redesign packaging across 48 SKUs — a shift rooted in deep consumer research and a strategy that clarified the brand’s science, story, and premium positioning.

Coverage

Strategy — “Platinum Naturals gets a new look”

URL: https://strategyonline.ca/2013/12/09/platinum-naturals-gets-a-new-look/

“Platinum Naturals revamped its logo and packaging… after research led by agency Bob’s Your Uncle.”

“Product packaging was inconsistent… but now the design ties all products together under a single brand identity,” said Deborah Arbus, VP of strategy at Bob’s Your Uncle.

“The black backdrop communicates luxury in a category that rarely uses it.”

Why This Matters

This project reflects BYU’s strategic discipline in complex, research-driven categories like health and wellness.

1. From clutter to coherence

A shelf once filled with inconsistent labels became a unified, premium brand block.

2. Science, simplified

Omega Suspension Technology (OST) was important but misunderstood.
BYU reframed the science visually through colour drops representing integrity, purity, and efficacy.

3. Retailer-driven decision making

In a category where staff influence shopper choices, the packaging system made it easier for retailers to recommend Platinum products.

4. A category-defining visual identity

Choosing black — a rarity in natural health aisles — signaled confidence, modernity, and premium positioning.