Designing a wellness world
FORMETTA
defining the strategy, creative direction and content system for a new approach to wellness.
Formetta is a Swiss wellness brand creating high-performance supplements designed to fit effortlessly into modern life. Caulder Moore was brought in to sharpen its strategic proposition and create a distinctive brand world that could build recognition, trust and a loyal lifestyle community.
Our work spanned audience research, brand strategy and positioning, identity, art direction, photography, film and content planning.
Finding the opportunity
We began by speaking directly to Formetta customers to understand what drew them to the brand and kept them coming back. In a category often overwhelmed by choice and competing claims, trust, science and simplification emerged as powerful themes. Customers valued Formetta's science-backed formulations and Swiss origins, but also the ease of incorporating it into everyday routines rather than adding more products and complexity to their lives.
This helped us define a clear strategic territory: combining scientific precision with effortless wellbeing.
Building the brand world
Much of wellness is built around the idea of stopping: pause, retreat, reset. But that didn't reflect the lives of Formetta's customers. Instead, we positioned Formetta as wellness that moves with you: something that integrates seamlessly into a busy, multi-dimensional life rather than asking you to step away from it. This thinking informed a refined and contemporary brand identity balancing science and credibility with energy, ease and quiet luxury.
Our art direction asked a simple question: how does Formetta show up in everyday life? Rather than simply displaying the product, photography and film capture Formetta being lived and loved… focusing on real-life moments and emotion. We also directed post-production to ensure a consistent visual language across the campaign.
Finally, we developed a connected content system to take the brand beyond a single campaign.
Campaign assets, founder stories, testimonials, behind-the-scenes content and lifestyle storytelling were planned across website, social, journal and newsletters, all different expressions of the same central brand idea, designed to build recognition and community over time.
One recognisable brand world with multiple ways to experience it.
Our services:
Audience Research · Brand Strategy · Brand Identity · Art Direction · Graphic Design · Photography · Film · Post-production · Content Strategy
You might need us if…
You're launching a new brand and need to define what makes it distinctive.
You have a great product or idea, but need a clearer brand story.
Your brand identity isn't communicating the quality or character of your offer.
You need a consistent visual language that works across different channels and environments.
You're ready to grow and need a flexible brand system that can evolve with your business.
Have a brand idea that needs bringing to life?