SmartyPants Vitamins Rebrand

Jun 4

SmartyPants Vitamins Rebrand

SmartyPants Vitamins began in a Venice, CA garage with a mission: make high-quality gummy vitamins without compromise. After its acquisition by Unilever in 2020, the brand entered an ambitious—but unfocused—rebrand. Super Pony was engaged to lead a full strategic and visual overhaul, reimagining all consumer touchpoints and 150+ SKUs.

Challenge
Post-acquisition, the brand’s in-progress rebrand lacked clear direction. With major retailers on deck and Unilever aiming to scale, SmartyPants needed a cohesive visual system, a sharper voice, and packaging that could justify its premium price point on increasingly competitive shelves.

Approach
Over 16 months, we partnered closely with Unilever Health & Wellbeing leadership and the internal SmartyPants team to redefine the brand’s tone and identity. We introduced a more premium, science-forward system to reflect its superior ingredients and rebuilt the design foundation from the ground up—overhauling packaging, developing updated brand guidelines, and art-directing lifestyle-driven photography and campaigns for e-commerce and national retail.

Role
Our team provided end-to-end creative oversight, managing strategy, visual direction, and execution while ensuring alignment across marketing, product, and sales channels.

Stakeholders
Unilever Health & Wellbeing leadership, SmartyPants executive and marketing teams, internal creative team, cross-functional partners in product and sales, external agencies.

Impact
- Consistent, scalable brand system adopted across all consumer-facing assets
- Walmart-specific line launched with strong shelf presence and early traction
- Positioned SmartyPants as a category innovator with the launch of the first-ever sugar-free gummy vitamin—broadening appeal and supporting product-led growth
- Rebrand contributed to SmartyPants’ role in Unilever Health & Wellbeing’s post-acquisition success—doubling sales across the portfolio and fueling nine consecutive quarters of growth (including €1B+ turnover in 2022 and 10.2% growth in Q1 2023)
- Streamlined internal workflows, reducing design friction and accelerating production
- Strengthened cross-functional alignment between creative, marketing, and product teams

Deliverables
- Complete packaging & brand redesign
- Comprehensive brand guidelines
- National campaign concepts and assets for Walmart, Target, Costco & Amazon launches
- Design and launch of the first-ever sugar-free gummy vitamin line
- Lifestyle photoshoot, renderings + stock library
- Handoff-ready creative system for internal marketing team