Cenovis Supplements

Say HELLO to the new Cenovis range

The world of health supplements is a veritable jungle, with thousands of products and brand options, and with a high level of knowledge required to make an informed choice adding to the complexity for the consumer. For leading health supplement brand Cenovis, this challenge was an opportunity to disrupt the category through a clearer and more intuitive health supplement packaging design.

Introducing HELLO, a brand new way to shop for supplements. Together with the client, we redefined the consumer experience with a focus on immediate benefits, taking complexity out of the decision. Building on consumer insight and category analysis, we created a new brand that would target lifestyle and personality to meet our daily needs in a simple and transparent way.

Hello Energy, Hello Sleep, Hello Focus. Hello You!

With simplicity at the heart of the new brand, the creative expression needed to reflect consumer needs in a bold and straightforward way. To this end, we removed the category clutter from the health supplement packaging design, allowing the consumer to understand the benefit at a glance while creating shelf standout.

Typography, colour, and communication hierarchy combined with a contemporary tone of voice to keep the brand experience consistent throughout the consumer journey across all channels, from pack to social, digital, and OOH.

In-Depth Case Study

A New Era of Simple, Smart Supplements

Founded in 1938 by Australian pharmacist William James Rogers, Cenovis has grown into one of the most trusted names in vitamins and mineral supplements in Australia.
Its journey from a single yeast product to a supermarket staple and pharmacy leader reflects decades of innovation and commitment to quality.

But by the 2020s, the supplement market had become:

Highly competitive: with global and local brands jostling for shelf space
Over-segmented: with overlapping products and confusing claims
Visually cluttered: with little to differentiate one bottle from another

Cenovis saw the chance not only to keep pace but to re-set the shopper experience though the launch of a new range – HELLO.

Shopper Insight: Navigating the Supplement Jungle

Choosing the right vitamins has become a surprisingly stressful task.
According to Body+Soul and Women’s Health Australia, Australian shoppers often face aisles crowded with hundreds of SKUs, complex claims, and medical jargon.

Even loyal consumers admit they’re overwhelmed by choice and unsure which product to trust.
The supplement aisle has been described as:

“A jungle of bottles and promises — confusing even for the health-conscious.”
– Body+Soul feature on ‘Vitamins 101 for Modern Australians’

For decades, many brands have focused on scientific credibility and dosage details – important, but often alienating to time-poor, lifestyle-driven shoppers.

That created an opportunity: simplify the choice and speak in a more human way.

Emerging Trends in the Category

Industry reports in Retail World Magazine and health-lifestyle media point to several strong trends shaping shopper expectations:

Lifestyle-led solutions
Shoppers want supplements that connect to their daily routines (e.g., energy, sleep, stress balance), not just abstract nutrients
Simplicity and transparency
Over-information overwhelms; clear, benefit-first communication builds trust
Design as a trust signal
In an aisle where everything claims quality, pack design increasingly signals approachability, ease and credibility
Millennials and Gen Z influence
These consumers want brands that speak in their language – friendly, transparent, and purpose-driven

The Brief: Rethinking the Experience

Cenovis wanted to cut through the clutter with a new offer that could appeal to the next generation of health shoppers while honouring its legacy of trust.

The solution: HELLO – a bold new sub-brand designed to make shopping for supplements simple, intuitive, and even enjoyable.

Key brief requirements:

Reduce decision-making complexity
Highlight immediate benefits rather than technical ingredient lists
Build a brand personality that feels approachable, contemporary, and honest
Create consistency across pack, digital, social, and in-store touch-points

Shopper-Centric Strategy: From Confusion to Clarity

Working closely with Cenovis, Cowan reframed the consumer challenge:

“Supplements Sorted.”

The insight was that shoppers often start with a lifestyle goal – “I need more energy” or “I want to support my immune health” — but end up lost in technicalities.

We set out to make the experience as simple as greeting a friend – hence the name HELLO.

Immediate health benefits for a new generation

Cowan’s Approach: Simple, Together, Brave
Like all of our transformation projects, the HELLO brand world was developed using Cowan’s core values:

Simple: Clear the Clutter
We stripped back complexity in both visual design and communication hierarchy:

Benefit-led labelling at the top of the pack (e.g., “Energy,” “Immunity,” “Calm”)
Bold, direct typography replacing dense tables and technical copy
Clean pack architecture that guides the eye quickly to what matters

Together: Co-Creating with Cenovis
We worked side by side with the client:

Deep consumer immersion across pharmacy and supermarket channels.
Workshops and design sprints to define HELLO’s brand personality.
Testing with real shoppers to confirm comprehension and standout.

This collaborative approach ensured the new brand resonated with existing loyal customers while appealing to younger shoppers.

Brave: Speak the New Generation’s Language
In a category where green, white and scientific codes dominate, we chose:

Vibrant colours to cue positivity and accessibility
A straightforward, contemporary tone of voice that feels like a friend offering advice
Simplified iconography for faster recognition on shelf and online

Creative Translation: Bringing HELLO to Life

Typography and Colour System
A clean, sans-serif font combined with a bright, optimistic colour palette breaks away from conventional medicinal codes and signals modern relevance.

Communication Hierarchy
Front-of-pack emphasises the immediate benefit first (e.g., “Energy”), then the supporting vitamin or mineral – inverting the traditional approach.

Shelf Navigation
Colour coding across the range creates a clear, intuitive shelf block, making the experience less stressful and more engaging.

Tone of Voice
A friendly, straightforward language – free of jargon – is applied consistently across packaging, website, social media and OOH advertising.

Consistency Across Touch-points
The new identity ensures shoppers meet the same approachable HELLO experience from aisle to Instagram feed.

Shopper Motivation Unlocked

The redesign addressed three key motivators for modern supplement buyers:

Character – Approachability & Friendliness
A brand that says “We get you”, not “Read the fine print.”
Communication – Clarity & Reassurance
Immediate benefit messaging reduces confusion and builds trust
Capability – Proven Heritage + Modern Relevance
The innovation of HELLO is built on Cenovis’ 80-year history of quality and reliability

Results: A Welcome Disruption

Early outcomes show HELLO has:

Improved shopability and shelf navigation, especially in supermarkets
Increased engagement among Millennial shoppers, with strong response to the brand’s tone and colour system
Reinforced Cenovis’ reputation as Australia’s most trusted vitamin brand, now with renewed relevance for new generations

HELLO demonstrates that simplicity, clarity, and approachable design can transform even a long-established health brand for the future.