CGS Pharma Project Details
A well-executed brand strategy has real financial value. CGS Pharma had grown into a leader in the natural healthcare industry leaders – but it needed a new brand to continue growing.
- Rebrand
- Messaging
- Sales Enablement
POSITIONING CGS PHARMA AS AN INDUSTRY LEADER
Branding without intent is little more than colours, shapes and text. When a brand doesn’t mean anything – when it doesn’t define your story, support your goals or rally your team – it isn’t worth anything. However, a well-executed brand strategy has real financial value.
Look at any industry and think of the most successful companies in it. Their brands will succinctly express who they are and build trust in their prospective customers. CGS Pharma wanted to be one of these industry leaders – but it needed a new brand to get there.
THE CHALLENGE
CGS Pharma delivers innovative natural healthcare products to leading practitioner-only and retail brands. Within just two years of operation, they had grown to an almost 100-strong team and invested in a major expansion with cutting-edge equipment.
Because of its rapid expansion, the company had not been able to build a professional market-facing identity and persona. Working with MindMoB, CGS Pharma’s goal was to develop a brand that:
Reflected its transformation into one of Brisbane’s leading manufacturers of vitamin, mineral and dietary supplements
Conveyed a strong ethical code and a fundamental belief in “Innovation Through Collaboration”
Empowered people to seek a better lifestyle through natural health solutions that work
poke to the key concerns of its target market in a way that reflect the company’s passion and authenticity
“MindMoB had their work cut out for them with us. The brief for our brand was extremely broad, but they delivered.”
– Cherise Snyman, Director at CGS Pharma
SOLUTION
Liesl from MindMoB had a lot of experience designing and implementing natural medicine branding and packaging – including for companies like Nutra-Life and Wagner. She approached the CGS Pharma project wanting to express its core strengths. This involved:
Undertaking extensive industry and competitor research
Formulating key messaging and content based on that research
Creating an updated brand and critical collateral to enable sales
Applying their new identity to goal-oriented marketing
Originally established by a husband-and-wife team, CGS Pharma’s brand had to combine this grassroots history with its current expertise and state-of-the-art facilities – which transform their clients’ ideas into successful products.
OUTCOMES
After a six-week project, CGS Pharma embraced a new MindMoB-developed brand that’s memorable, dynamic, modern and clean. Inspired by the butterfly, it symbolises transformation – the act of emerging better and stronger than before.
Foregrounding resilience and triumph, the brand conveys CGS Pharma’s values of innovation, collaboration, quality and championing natural living. Since rolling out the new brand, it has:
Resonated with employees and existing clients – securing crucial buy-in for the company’s future
Helped secure new clients, who would otherwise not have engaged with CGS Pharma
Facilitated industry leadership opportunities at key events, such as industry trade shows
Since partnering with MindMoB, TGI has seen measurable growth and is engaging the MindMoB team on adjacent business projects.
“Liesl went above and beyond to research and create our brand identity. She worked closely with us and achieved amazing results that capture our values and persona.”
– Cherise Snyman, Director at CGS Pharma
