WHO IS VÄRN?
Värn is a new niche probiotics brand owned by an Icelandic company, Icepharma.
Värn sells probiotic supplements, which is supplements containing living bacteria. Bacteria is not sexy and the market for probiotics is heavily regulated. The challenge is to stand out without being able to say what you want to say and sell bacteria which people find disgusting as a default.
We wrote a core story which activated Värns brand platform with the core message of “fascinating bacteria deserves attention” and a conversational and curious tone of voice: Positioning Värn as a market leader which is here to educate. We then translated this into an aspiring picture identity and a clean website which lets the images do the talking.