AVIVIR: Creating a Modern Care Brand – From Strategy to Shelf

The Challenge

 For more than 35 years, AVIVIR has been one of Scandinavia's leading Aloe Vera specialists, known for its commitment to natural ingredients, documented efficacy and high-quality care products.

 However, while the brand had built a strong reputation within health-conscious consumer segments, changing consumer expectations and increasing competition highlighted the need for a clearer position and a more contemporary brand experience.

 Together with Retail Partners, AVIVIR's brand owner, the ambition was to evolve the brand from being primarily associated with problem-solving products to becoming a relevant and trusted part of consumers' everyday care routines.

Our Approach

 CPH Strategy partnered with Retail Partners to develop a comprehensive brand revitalisation programme, combining strategic clarity, consumer relevance and design transformation.

 The project began with a Brand Audit, including consumer insights, market analysis, competitive assessment and stakeholder workshops. This work identified opportunities to strengthen AVIVIR's position while staying true to its heritage and expertise within Aloe Vera.

 Working closely with Kenneth Damsgaard and the Retail Partners team, we developed a new strategic platform centred around a clear Brand DNA:

 Crafted for Care. Powered by Nature.

To bring the strategy to life, we collaborated with designer Ida Dalgaard-Thestrup to create a renewed visual identity and packaging system across the entire portfolio, ensuring the brand's expression matched its renewed ambition.

 The Outcome

The result was a complete revitalisation of the AVIVIR brand.

Together, we clarified the brand's role in consumers' lives, established a stronger strategic position around Aloe Vera expertise and developed a more contemporary and appealing brand experience.

The new platform helps AVIVIR move beyond being perceived solely as a solution for specific problems and instead become a trusted part of consumers' everyday care routines.

Alongside the strategic repositioning, the new visual identity and packaging design increased shelf visibility, improved product navigation and created a stronger connection with modern consumers.

The result is a future-ready brand that combines AVIVIR's unique Aloe Vera heritage with a more relevant, contemporary and distinctive position in the market.