BEPURE
Essential Energy
BePure is a leading wellness brand in New Zealand, known for its clinically-backed supplements designed to empower individuals to take control of their health. Founded in 2004, BePure initially built its reputation through an events-driven model but has since pivoted towards a robust eCommerce and retail strategy.
With BePure’s founder no longer the face of the company, the leadership team recognised the need to reposition BePure to resonate with changing consumer demands. As part of its evolution, BePure undertook a significant rebranding effort in collaboration with the brand innovation agency Previously Unavailable. BePure launched its new brand identity with a vibrant “Restore Your Essential Energy” campaign to enhance its appeal among new demographics – particularly younger consumers and men, while retaining its loyal customer base.
DATE: 2023
PROJECT SCOPE: UI, Illustration, Photo Editing
CREDITS & COLLABORATIONS:
Brand identity: Previously Unavailable
Development: Moustache Republic
Photography: Kate Battersby
Objectives & Goals
The year prior to the rebrand, BePure migrated away from a headless eCommerce setup to BigCommerce to simplify management. Building on the existing BigCommerce foundation I was able to focus on the goal of harmonising the refreshed brand identity with an engaging, user-friendly experience that appeals to target audiences.
Solution
I aligned BePure’s website UI with the new vibrant brand identity by integrating colours and fonts from the updated brand guidelines. Working closely with BePure’s stakeholders, I developed high-fidelity prototypes, ensuring the UI matched the brand’s new energetic and science-focused image. These prototypes were then implemented by the development agency Moustache Republic.
Kind words
“A massive thank you to all involved in the project. This has been by far the most successful website project I’ve experienced, and the outcome is truly amazing. You should all be extremely proud of the work you’ve done. I couldn’t be happier and excited to monitor the performance over the coming months. Thank you, thank you, thank you.”
Andrew Laloli – CEO BePure Group
Results
The rebrand launched in April, 2023 leading to a 5.6% increase in website sessions and a 55% jump in conversion rates. Demographics shifted significantly, with male visitors rising from 17% to 29% and younger users (aged 25-44) becoming the largest audience. BePure’s brand awareness saw a 3% growth in just two months – a notable achievement in the competitive supplement market. This website transformation lays the groundwork for sustained brand engagement, and eCommerce growth as BePure continues to attract and retain a younger, more diverse customer base.
