THE NUE CO
Reimagining wellbeing for a new era
Health and supplements brand, The Nue Co, has grown a cult-like following since its inception in 2017. We’d previously partnered with them to launch a new line of wellbeing products during New York Fashion Week but, to power their next phase of growth, the founders needed a direction and narrative for the whole team to unite around – employees, investors, partners and consumers alike.
The health industry is changing, with consumers prioritising wellbeing of mind, body, society and planet over quick fixes. With this cultural shift in mind, we worked alongside the founders to develop the brand’s purpose, market position, vision for growth and a fresh set of values co-created with employees.
From this, ‘Interconnected Health’ was born – a new positioning and purpose for The Nue Co. that emphasises the connection between all aspects of holistic health. With a distinctive voice and clear actions to drive the next steps in their journey, this new positioning has helped solidify The Nue Co.’s reputation as a true revolutionary in the category.
THE UPSIDE
A single-minded direction to land $25m Series B funding
FIELD NOTE
Build daily actions
A new, aspirational positioning is only as strong as the steps stakeholders take to deliver it. To keep the team on track, we helped them create an action framework, withannual objectives, and KPIs to measure progress against.