Building Clarity, Driving Growth
Reimagining Viridian’s Product Architecture
Product analysis and review • Pack communication hierarchy • 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 strategy 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
The solution: A three-tiered product hierarchy
We helped to develop the three-tiered product hierarchy that simplified how the range is viewed and shopped — both internally and externally:
Foundation
These are the essentials — multis, omegas, and probiotics — the starting point for daily wellbeing.
- Broad appeal, suitable for most customers
- Easy to self-select
- Lower price point
- High relevance for brand communication and brand values
Core
The heart of any wellness protocol. Core includes condition-targeted formulas or well-known single nutrients for specific need states.
- More focused in purpose
- Higher potency and price point than Foundation
- Can be self-selected with some knowledge or guided support
- Strong potential for marketing around need states and efficacy
Specialty
Where deep knowledge meets targeted support. These include high-strength nutrients, advanced combinations, and unique actives for complex or niche needs.
- High potency and price point
- Requires retail or practitioner support to sell
- Targets narrow demographics or highly specific health concerns
- High innovation potential
This structure now allows Viridian to map every product into a clear place — making it easier for everyone across the supply chain to understand and act.
Strategic impacts across the business
The new architecture 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 especially in the Core tier and key customer need states
Identified Specialty products that could evolve into Core via improved education or reformulation
Evaluated whether Core products in each key need state (e.g. Menopause, Pregnancy, Vegan, Families) were best-in-class or needed refinement
Sales Strategy
Created clear guidance on how to range products by tier and by retail format
Enabled stores to merchandise protocols, not just stock products
Helped sales teams encourage broader listings across all three tiers
Informed differentiated sales targets per tier based on pricing and audience
Marketing Strategy
Positioned Foundation tier as the vehicle for broad brand communication
Used the Core tier for high-impact efficacy messaging based on need states
Developed merchandising and online strategies to help customers build full protocols
Provided a content framework for educational campaigns, POS, and website UX
Looking ahead: Designing the future of supplement shopping
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.
From Complexity
to Clarity
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.
As Viridian continues to grow and evolve, this foundational work sets the stage for smarter innovation, stronger sales and most importantly — a more empowered, healthier customer.