Life In Bold: Top Drawer Creative Rebrands Genuine Health

TORONTO, Oct. 7, 2013 /CNW/ - When a progressive, passionate natural supplements company partners with a progressive, passionate creative agency: the result is Bold.

Genuine Health, the renowned natural supplements company best known for their iconic greens+ product, has a bold new look courtesy of Toronto-based agency Top Drawer Creative. Top Drawer partnered with Genuine Health on all aspects of the rebrand, from the strategic positioning to the product label branding including an updated logo and new tagline 'Genuine Health. Is possible'.

Having a deep understanding of the category and consumer made the partnership with Top Drawer the right choice for what is the biggest rebrand in the company's 20-year history.

"Our relationship with Top Drawer is a true partnership, as we are two likeminded organizations who have a strong passion for what we believe in. No other agency has understood us like them, and the result of our work together is a strategic and creative foundation that is what the true essence of Genuine Health is about," says Stewart Brown, Founder & President of Genuine Health.

Top Drawer's expertise is their branded AHAATM consumer psychographic segment (active, healthy, affluent and aware), an influential segment relevant to brands such as Genuine Health. This expertise was invaluable during the strategic journey that took Genuine Health back to its roots as leaders and revolutionaries, according to Howard Chang, President & CEO of Top Drawer Creative.

"I've been a user of greens+ myself for over 15 years, so I always thought of Genuine Health as leaders--and in fact revolutionaries--in their category. Our diligence and research only confirmed that fact amongst users and retailers," says Chang. "Our job, as the agency, was to channel the essence of what this company practiced day in, day out, into a promise consumers connected with emotionally."

The positioning was articulated via a brand Manifesto, a first for Genuine Health, which was launched to consumers as part of a 12-page insert in the October issue of Alive Magazine.

Also bold is the new packaging, reflected across 130 products in multiple categories, including greens+, Omega3, Multi, Herbals, Pain Relief, and Sports Nutrition, all hitting shelves now in health food, specialty and mass retailers across Canada.

"The opportunity to rebrand an iconic company like Genuine Health was fantastic for our team. Having a client that trusts in the process is essential when an established brand needs to reposition itself in so many channels. It was crucial for us to stay true to the clean white of their past, but step out in a bold and powerful manner," says Brian Gahan, EVP Creative Director of Top Drawer Creative.

A launch campaign is set for 2014.

Genuine Health's Director of Marketing, Lisa Jagatia adds, "Top Drawer has accomplished what other agencies were unable to do for us. Through superior strategic thinking and a driving passion for business, the rebranding of our product portfolio has captured the true essence of who we are as a company." 

To read the Manifesto and see the 12-page insert, click here

TOPDRAWERCREATIVEINC. was founded in 1996 on the principles of accountability and sustainability. Unlike traditional agencies, Top Drawer does not focus on an industry category or demographic. Instead the agency has honed its expertise by focusing on a consumer psychographic segment they have branded "AHAA"—active, healthy, affluent and aware. Top Drawer was conceived as a fully convergent services model that would serve as the agents of influence for brands that target this niche consumer.

Image with caption: "Genuine Health's new logo and tagline. (CNW Group/Top Drawer Creative Inc.)". Image available at:

SOURCE: Top Drawer Creative Inc.

For further information:

Contact Top Drawer Creative:
Trellawny Graham, Public Relations
2216 Queen Street East
Toronto, Ontario M4E 1E9
T  416 462 1570 x239

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Top Drawer Creative Inc.

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