Collagen, a naturally occurring supplement that has been around for quite some time, has experienced a surge in popularity in recent years that shows no signs of slowing down. In the UK, the collagen market size is expected to grow from just over £21 million in 2023 to £29.7 million by 2028. Despite its reputation for rejuvenating skin, many brands in this category fall short in delivering effective products.
However, UK collagen brand Ingenious is taking a different approach with a new brand designed by Unfound Studio to complement its exceptional supplement offerings. With 14 years of experience in the market, Ingenious boasts the first clinically proven collagen with a patented capsule that targets specific areas in the body where the ingredients are needed.
Unfound client director Tebo Mpanza emphasizes the importance of communicating the product’s effectiveness directly to the right audience. By understanding the daily routines of Ingenious customers, the brand was able to create a seamless experience that aligns with their lifestyles.
Unfound’s work on the brand included positioning, landscape analysis, visual and verbal identity development, CGI execution, website and packaging design, and a hero campaign. The brand’s focus on wellness, vitality, and recovery sets it apart in a market often dominated by superficial beauty standards.
Research showed that factors like pollution, processed foods, stress, and alcohol can also contribute to collagen depletion in the body, not just age. Ingenious’s unique capsule delivers a consistent dose of ingredients at the right point in the body, offering a scientifically smart solution to modern stressors.
Creative director Jay Topham highlights how this positioning influenced the brand’s image style, model selection, and overall materiality. By targeting city dwellers and diverse go-getters, Ingenious positions itself as a supplement that protects people’s modern lifestyles, emphasizing wellness and vitality.