Bonusan

Since 1966 Bonusan has supported healthcare professionals and their clients on the path to better health. The brand now wants to reach a broader public and build a visible, direct relationship with consumers alongside its established professional channel. The precondition is non‑negotiable. Any move towards business to consumer (B2C) must protect, and ideally strengthen, ties with practitioners. That channel is a core strength and a key part of the brand’s promise.

We relaunched Bonusan after a focused repositioning using our BrandFocus methodology. The outcome is The Science of You, a brand concept built on a simple idea. There is no one‑size‑fits‑all approach to health. Each person brings a unique story, and good outcomes start with understanding. Understanding what your body needs, what science says and how targeted support can make a real difference. The concept recognises the collaboration between individual and expert, placing the health professional’s expertise at the centre while opening the door to consumers with clear, respectful guidance.

To express the new position in every encounter, Bonusan and The Valley developed a refreshed identity that is both distinctive and warm. The logo was modernised with care, typography was tuned for clarity and the packaging system was rebuilt to feel clean and contemporary without losing clinical credibility. The result is a visual and verbal language that combines the brand’s medical foundation with a premium consumer appeal. Products are instantly recognisable on shelf and at home, and the tone of voice is calm, informed and helpful.

The new positioning anchors the first consumer‑facing campaign in years and sets the foundation for what follows. We began by reassuring existing users, explaining the changes on pack and online so people could recognise their trusted products in a new presentation. From there, a layered campaign introduced The Science of You across channels, online and offline, using stories that show how understanding leads to better choices. The work is designed to scale. Phased roll‑outs reach adjacent audiences over time, often in collaboration with healthcare professionals, keeping the professional channel visible and respected while growing consumer relevance.

Bonusan now has a clear organising idea, a refreshed identity and a practical plan to increase visibility without diluting trust. The consumer relationship is taking shape on firm ground, guided by the same principles that have served professionals since 1966. As the campaign extends, we will track recognition, repeat purchase and practitioner endorsement, and continue to refine the experience. At Bonusan, everything returns to understanding. Understanding what health needs, what science shows and how targeted support can make a difference for each person. That is The Science of You in practice.