Project Overview
VÖOST Vitamins provide a wide range of premium effervescent vitamins and minerals that don't compromise on taste or quality. Found in major stockists including Coles, Woolworths, TESCOS and Chemist Warehouse, VÖOST Vitamins offer an alternative to the traditional vitamin tablet.
VÖOST had a fractured digital ecosystem including websites and social accounts in Australia, the UK and Hong Kong that all looked different and didn’t provided a unified brand aesthetic across regions. The Australian website was no longer aligning to their on shelf presence and provided little detail on the benefits, ingredients and quality of their range.
VÖOST Australia also managed the UK site and recognised a need for a single website solution that could cater to both regions. Northmost worked with VÖOST on a content strategy and user experience that would provide customers important information about their ranges and support the physical retail environment and lifestyle narrative.
Launching in mid 2018, the new website provided a visually aligned brand solution, that kept customers up to date with relevant information about VÖOST’s ranges, events and promotions. It also provides a single destination for the team to manage the website across multiple regions.
Project Commissioner
Project Creator
Team
Beth Walsh - Creative Director
Michael Walsh - Technical Director
Project Brief
With VÖOST Vitamins expanding globally and major stockists selling their ranges, the website no longer represented the scale, energy and aesthetic of the brand.
The website provided little information on their ranges and was problematic to keep up to date and add new products. With only a small amount of description space available on the packaging, VÖOST customers had no where to go to ask questions and learn more about the products, resulting in frequent questions for the team. Add to this a fractured brand experience across multiple regions, the digital user experience did not instil trust in the company.
VÖOST Vitamins engaged Northmost to reflect the quality of their range online and a website that matched their scale and on shelf presence. Creating an experience that captured the energy of their brand and provided benefits and key information through a colourful, bold design that individually heroed each product in their range. The overarching goal was to provide customers a cohesive brand experience across multiple regions, from website through to purchase in-store.
Project Need
As a growing business, VÖOST Vitamins were competing well on the shelf with larger brands, however online the experience was lacking. With a significant amount of traffic from people on the move and likely looking at their product in-store, the new site had to provide a quality mobile experience, not just a responsive one. The site had to be considerate of a multi-region approach, allowing each region to manage their specific content and future ecommerce needs.
A key focus was ensuring that the bold packaging and individual product benefits were reflected online through colour coding and unique content for each product managed through the CMS.
As a brochure site, conversions in-store was the priority, with every page encouraging the customer to ‘GET VÖOST’, directing the user to a custom store locator for their region providing the details of over 2,000 stockists across Australia and 1,000 across the UK.
User Experience
Northmost ran workshops with VÖOST Vitamins to understand business and user requirements. Customer insights were gathered from users on other channels and by visiting multiple stockists to view the shelf presence and how we could represent this online.
Our research confirmed a need to link the online experience to the in-store one, providing customers engaging product information at that decision making moment. For existing customers it was about providing a digital aesthetic that captured the energy of the brand on their other channels, at events and in their packaging design.
Using a thematic approach, the product listing pages let each product sit side by side equally weighted, without overwhelming the user with colour, the same way they would see it in-store. The product pages envelop the customer in the individual colour palette, iconography, and benefits through content managed colour coding and real footage of the effervescent tablet fizzing away in the glass as you scroll down. This is paired with colour coded lifestyle imagery to complete the page. The website adapts seamlessly for other devices so the mobile experience doesn’t feel secondary to the desktop one.
Northmost also considered the CMS user experience for the VÖOST team, ensuring page content was easy to manage and maintain and new products could be added with ease.
The outcome was a user experience that brings plenty of energy and helps VÖOST stand out from their competitors, whilst providing customers with product information they need when making an in-store purchase.
Project Marketing
VÖOST Vitamins promoted the launch of the new website across their social channels in Australia and the UK. The website has provided a solid marketing foundation for the team to launch new products, communicate with their customers about events and promotions as well as continue to add to the growing list of stockists.
Since launch VÖOST Vitamins have increased their stockist numbers and partnered with new stockists including Guardian Pharmacy, IGA Foodland and Boots in the UK.
Project Privacy
Email subscription settings can be managed by the customer through Mailchimp.
Digital - Food & Drink
Food & drink - essential to us all. We all engage with sites and apps with a food or drink focus be that restaurant guides, cooking sites, purchasing produce or nutritional advice.
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