Building Clarity, Driving Growth
Reimagining Viridian’s Product Architecture
Product analysis and review • Range architecture
In the world of health and wellness, Viridian Nutrition has long stood for integrity, ethics and expertly formulated supplements. But even the strongest foundations can benefit from renewed structure — especially when scale and complexity make navigation challenging. With over 240 individual products, multiple customer need states and a reputation for quality, Viridian approached us with a clear goal:
Create clarity from complexity — for retailers, for consumers and for the business itself.
Here’s how we partnered with Viridian to reimagine its product range architecture, communications and customer journey.
The challenge: Great products but difficult to navigate
With a diverse catalogue of supplements covering everything from daily multivitamins to highly specialised herbal formulas, Viridian had outgrown the traditional “category or condition” structure that many supplement brands rely on.
Without a clear framework, the impact was widespread:
Retailers struggled to range and merchandise effectively
Consumers found it difficult to build a protocol or even shop the range
Sales teams lacked clarity when presenting the brand to new stores
Product development lacked visibility on gaps and opportunities
The brief was to create a product architecture and customer journey framework that delivers clarity, facilitates growth and stays true to Viridian’s purpose-driven ethos.
The objective: Strategic simplicity
Our work began by addressing a critical question:
How do we help people buy a protocol not just a product?
This meant developing a range architecture that would:
Organise products around customer need states rather than just ingredients or demographics
Make it easier for consumers to self-select in-store and online
Help retailers stock a wider and more effective selection of products
Support new product development by revealing gaps and over-saturation
Drive stronger communication, marketing and sales strategies
Strategic impacts across the business
The new range architecture that came out of this process wasn’t just a tidy framework — it’s a strategic tool that’s transforming how Viridian operates.
Product & Technical Strategy
Highlighted gaps in the range particularly within key customer need states
Identified where there were reformulation or product development requirements in the range.
Identified hidden opportunities within the current range that could be exploited through product repositioning.
Sales Strategy
Created clear guidance on how to range products in different retail formats
Enabled stores to merchandise protocols, not just stock products.
Helped sales teams encourage broader listings across the full product range.
Informed differentiated sales targets on different product categories giving a more sophisticated view of sales performance.
Marketing Strategy
Developed greater clarity for broad brand communication.
Identified potential high-impact efficacy messaging for customer recruitment.
Developed merchandising and online strategies to help customers build full protocols.
Provided a content framework for educational campaigns, POS, and website UX.
Looking ahead
This is just the beginning. With a structured range in place, Viridian can now explore new retail formats, test customer journeys online, and launch NPD with greater clarity and impact.
And more importantly — customers, whether first-timers or loyal fans, can now discover the right products more intuitively, build personalised protocols and continue to trust that Viridian meets their needs, naturally.
In an industry where knowledge is power, the goal shouldn’t be to simplify the science — but to simplify the experience. Through our work with Viridian, we’ve helped take a vast, trusted range and make it work harder, smarter and more visibly for everyone — from retailer to consumer.
From Complexity
to Clarity