We interviewed several millennials from various walks of life to understand their current lifestyles and their biggest dreams, aspirations, fears and concerns. We also conducted workshops to ideate how their ideal supplement brand should be designed - from the name, product range, packaging and features.

We discovered that they want to flourish in life while balancing conflicting motivations and responsibilities. They want a brand that will propel them through the highs & lows of adulting. They also want a VMS brand to blend with their lifestyle and not look and feel like your typical vitamin brand.

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We complemented these insights by researching the latest product innovations in VMS across the world and critiquing the existing brands in the market. We also immersed in the brands that millennials find cool from the worlds of fashion, tech, art and lifestyle. We transformed all these insights into a new brand - Now & Later Nutriments - the fuel for fun and fulfillment (that protects and prepares young adults to soar through their days and ascend in life).

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Simply put, Now & Later’s mission is to PROTECT, PREPARE & PROPEL young adults.

To bring Now & Later to life, we created several products:

• (DEFEND) effervescent tablets for immunity
• GO! lozenges that gives refreshing energy
• chill~ tea that allows one to de-stress, relax and recover

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Brandyard, our graphic design partner, translated all these new ideas into cool, eye-catching designs that will set the brand and its products apart from the traditional-looking (read: boring) VMS brands in the market.