02/03/2017

Inspiration from Nootrobox

By Lexie Forrester

How are brands like Nootrobox providing fresh alternatives to disrupt the mainstream healthcare brand landscape?

For decades, the pharmaceutical industry has been dominated by a small number of large players. However, in recent years, this has fundamentally changed with new brands and technology challenging the status quo and creating platforms that are fundamentally changing the healthcare and pharma brand landscape. There can be no denying the huge growth in ‘lifestyle’ health brands and dietary supplements that are bridging and blurring a once traditional gap between health, wellness and pharmaceuticals. Once an industry considered dull and heavily regulated, healthcare can now be seen as one of the most exciting and innovative industries to design brands in. Whilst there are still many regulations to comply with in healthcare, the challenge for designers is finding creative ways to work within these restrictions.

For consumers, our increased ability and desire to optimise our health through knowledge is creating a new empowered approach. This has produced new positive health brands that are giving the traditional OTCs a run for their money. This shift is embodied by Nootrobox, a silicon valley based start-up who produce a range of daily ‘nootropics’. Each is designed to boost specific cognitive performance through the enhancement of things such as memory, mental clarity, focus and energy. Although Nootrobox is a business that many cynics would love to hate, and that also poses some dubious questions about our ‘pill popping’ culture, there is no denying that it has connected with a new consumer-shift in health brands that traditional players will be watching closely.

How is Nootrobox disrupting the mainstream?

Purpose driven

Nootrobox champions its users, aiming to build their confidence. The brand clearly responds to people’s desires to optimise their bodies and thrive, which is reflected in its empowering tone of voice.

Leveraging the letterbox economy

Nootrobox’s direct-to-consumer business model provides the opportunity to deliver both product and service, which means that brand experiences are richer whilst solutions are customised and therefore targeted more effectively. In the case of Nootrobox a two-way interaction has been created. This has allowed them to ask questions about their consumer, gather individual insight, offer more choice and custom solutions, at the same time as telling richer, deeper brand stories. Likewise, consumers can get advice, tap into expertise and get products to fit their individual needs.

Future focused

As we become increasingly comfortable with technologies’ ability to quantify elements of our personal selves, future-thinking brands are collaborating to provide consumers these opportunities. Nootrobox is partnering with wearable device brand Jawbone so that consumers can seamlessly calculate the effect the consumption of their nootropics has on their body, for example their heart-rate. This brings consumers a new level of personalisation.

Disruptive product and brand design.  

With products presented in a candy-like form and packaging inspired by the cartoon-like creations of Keith Haring and Roy Lichtenstein, Nootrobox is creating new brand behaviours and design codes that reconsider the traditional aesthetics of problem solving supplements and healthcare products.

As traditional healthcare systems and infrastructures become increasingly overstretched, brands like Nootrobox are providing fresh alternatives that are affecting the mainstream. These brands are helping to drive change and the healthcare market is becoming more exciting as a result.

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