Supradyn Kids operated in a highly competitive kids' vitamins category, where success depended on how clearly the brand could explain its value, not just on having a strong product. The range itself was strong, but at that point, its communication was built more around listing the functional benefits of different SKUs than around one coherent brand idea.

My role was to turn a set of fragmented product benefits into a coherent brand platform, shaping the strategic narrative, portfolio logic, and communication system across SKUs.