General Nutrition Center Brand Manual
Love Your Whole Self
GNC Brand Manual Alanna Jamieson Wiggins ART 329 Graphic Design III
Contents • 3
OVERVIEW & HISTORY Organization
Formed
GNC Holdings, Inc.
1935 Pittsburgh, Pennsylvania
Founded Type Of Organization
David Shakarian
Global Retailer of Health and Wellness
Description Key Employees
GNC Holdings, Inc. (GNC) is a global specialty re-
The name of the chain changed to General
Josh Burris
tailer of health and wellness. GNC is headquar-
Nutrition Centrers in the 60s after people be-
tered in Pittsburgh, Pennsylvania and currently
gan to embrace the concept of natural food
sells vitamins, minerals, herbal supplements,
and better nutrition; the growing demand also
sports nutritions products and diet products
allowed for out of state store openings. As the
through e-commerce and retail stores.
store count grew to 1,000 in the early 80s, GNC
Chief Executive Officer
Cameron Lawrence
Chief Financial Officer
Affiliated Corporations
began producing their own vitamins, mineral
Harbin Pharmaceutical Group Holding Co. Ltd
David Shakarian established his dream with a
supplements, as well as foods, beverages and
GNC Parent LLC
small health food store called, Lackzoom, in
cosmetics.
GNC Corporation
Pittsburgh, PA. Specializing in yogurt (introduced
GNC Funding, Inc
to the US by his father) and other healthy foods
Lucky Vitamin Corporation
such as honey, grains, and sandwiches. Disas-
Nutra Insuarnce Company
ter struck in 1936 with the St. Patrick’s Day flood,
Discount Supplements, Ltd
wiping out the Lackzoom stores; but within five
Gustine Sixth Avenue Associates, Ltd.
years Shakarian was able to reopen along with six other locations.
4 • Overview
PREVIOUS STATEMENTS & VALUES
Mission Statement
Vision Statement
Core Values
“At GNC, our mission is to motivate & support
“Living mighty. Living long. Living fit. Every per-
Innovation
the desire to live well.”
son has a different definitiopn of what it means to
Personalization
live well - and at GNC - we see that as something
Convenience
worth celebrating”
PREVIOUS ATTRIBUTES
HEALTH
POWERFUL
FITNESS
STRONG
NUTRITIOUS
NATURAL
LIFESTYLE
MOTIVATIONAL
SUPPLEMENT
PHYSICAL
Overview • 5
PREVIOUS TARGET DEMOGRPAHICS
Target Demographic
Psychographics
The average GNC customer is young, an estimated 35 percent of GNC’s customers are under
AGE: 18-45 YEARS OLD
HEALTHY LIFESTYLE
the age of 35. “We really have a core concentration between 18 and 45 years of age” (Schwartz).
ANNUAL INCOME: HIGHER INCOME
DIVERSE
“That is where a lot of our customer base is. It’s very evenly balanced between men and women.
GENDER: FEMALE & MALE
YOUNG
They tend to be higher income. The customer that is coming to our stores is going to be more
PHYSICALLY FIT
engaged in fitness and exercise than the average consumer” (Schwartz).
6 • Overview
NEW IDEALS NEW RULES NEW BRAND
Overview • 7
WHAT’S CHANGED
Target Demographic
Core Values
Core Values
AGE: 18-25
GNC’s core values have changed to implement INFLUENCE
ANNUAL INCOME: $30,000 p/yr
better treatment of staff, and consideration of the
LOCATIONS: Global; living in major cities
customers best interest. GNC is determined to PERSONALIZATION guide and influence its target demographic to a
Target demographic is based on the average age healthy mental, physical, and emotional lifestyle. BELONGING of social media users and influences who create GNC is now a support system and a security blansponsored posts who are interested in health, ket customers can now trust and engage with. wellness, and lifestyle. These customers are average Health conscious enthusiasts on a scale The change in core values encourages staff to ranging from beginner, average, and profession- give input on how to make GNC and its lifestyle a al/experts. Target demographic is interested in better and more responsive experience for cuslearning about health and wellness through on- tomers. This allows staff to enjoy products and line platforms such as instagram and youtube, creates influential relationships with customers. and are intrigued to follow guidance, motivation, Customers are now given genuine attention to and influence from GNC’s new influential lifestyle their needs and wants in a product and lifestyle; guidance.
now being sold products and given advice that will truly work for them, not sold memberships
The change in target demographic now allows that will only hurt them and their wallets, not help for an effective use of social media to create an them engaging and supportive environment and community customers feel welcomed in. 8 • Rebrand
Attributes
BELONGING
HEALTH
GNC no longer uses the stereotypical terms pow-
ACCEPTANCE
FITNESS
INFLUENCIAL
NUTRITIOUS
ENGAGING
LIFESTYLE
SECURE
MOTIVATIONAL
HOLISTIC
SUPPLEMENT
NATURAL
PHYSICAL
erful or strong. These terms can have a negative and one sided connotation; belonging to gym buffs, and muscular or slim individuals. Instead GNC now uses more inclusive attributes to describe its brand, new attributes added including, acceptance, belonging, influencial, engaging, secure, and holistic. The change in attributes encompasses the new big idea the company is emplomenting, taking away the stereotypical idea of a nutrition brands and their common customers (ie: strong, powerful, muscular, meatheads), and branching out to be more inclusive and accepting of all individuals who are interested in living healthy lives.
Rebrand • 9
DIFFERENTIATOR
Opportunity to stand out
New strategy
Onliness Statement
GNC now stands out by creating an online com-
GNC already has some interaction on Social me-
GNC is the only nutrition company that interacts
munity, a refresh in design through the change
dia, but focused on product photography, not
and influences 18-24 year old health conscious
of color, logo, big idea and tagline. GNC is now a
how to use products and engaging the audience
enthusiasts in global major cities who want to
health and wellness lifestyle influencer.
(customers) through teaching and informing how
focus on emotional, physical, and mental health
to properly use GNC products for better results
during a time of self love and acceptance.
mentally, physically, and emotionally.
10 • Rebrand
BIG IDEA
TAGLINE
Holistic Security Blanket
Love Your Whole Self
Holistic security blanket comes from the idea that
The tagline from GNC has changed from “Live
GNC is now a secure place for all individuals to
Well” to “Love your whole self”, GNC still holds
come to be able to live a healthy mental, phys-
the value of living well, but we want our custom-
ical, and emotional lifestyle without judgement,
ers to love themselves to be able to live well. As
only acceptance. GNC wants to be the influencer
a company we believe that to live well, mentally
that allows customers to follow their health and
and emotionally, one needs to love themselves
wellness journey as individuals, Everyone is dif-
before they can live healthy and well. We want
ferent therefore all products and methods to liv-
our customers to feel loved and accepted and to
ing a healthy lifestyle is not the same for all. GNC
feel they have a family and community to belong
allows for the use of holistic health and well-
to; and this is what GNC is for them, a community
ness materials through natural supplements and
that helps others reach the sense of belonging,
healthy living routines. We as a company want
and loving one’s whole self. The tagline should
to be the go to sense of security for a customer
be used on applications when necessary, such
needing belonging; being their security blanket is
as shirts, gift cards, water bottles, etc. The tagline
our goal.
does not need to be shown with the full “General Nutrition Center” logo, it can be shown with the abstract mark alone or with the smiling icons for a more personal and loving meaning.
Rebrand • 11
BRAND PROMISE GNC promises to deliver trustworthy products Hi my name is Jessica and I have been a cus- GNC products can affect my lifestyle for the betthrough a supportive and engaging environment. tomer at GNC for the past year. I have been ter. Since I have joined the secure community at Our company is a secure community for custom- able to follow nutrition and physical workout GNC I’ve been able to trust the employees who ers to love their whole self throughout the jour- regimens along with daily motivational engage- give me guidance for new products and routines ney of a new and/or improved health and well- ments through GNC‘s social media use to cre- that I should follow in my daily life. By following ness focused lifestyle. GNC’s goal is to influence ate a healthier mental, physical, and emotional the influential social media network GNC has creits customers through the use of social media lifestyle. It’s convenient for me to follow GNC ated I have been able to connect with others who such as Instagram and YouTube to allow custom- through its social media because social media is are interested in a better health and wellness lifeers to follow workout routines product use and something I am on all day every day. Since GNC style that includes physical, mental and emotionto engage with the GNC lifestyle. By becoming a posts how to use products correctly and how to al health just like myself. I’ve been able to love holistic security blanket and an influence to cus- better my mental, physical and emotional health my whole self as GNC promotes because of its tomers, GNC will be able to create an accepting I am able to implement these things throughout positive and motivating community it has; that I community between its customers and employ- the day even when I’m on the go. I follow GNC am now a part of. ees to allow for trust and security.
like I follow all other influencers and can see how
Brand Strategy By improving interanal treatment of employees, Being able to create a lifestyle and more engaging and giving them a platform to not only voice con- social media platform can not only fascinate and cerns, but also allowing them to help improve encapture the younger audince GNC is targeting, customers experience and the overall meaning but can also create a more meaningful image beof GNC’s promoted lifestyle.
12 • Rebrand
hind GNC’s brand promise.
VOICE AND TONE
Previously
Now
GNC’s general tone is encouraging and support- The new voice and tone of GNC continues to be ive, wanting to encourage their customers to try encouraging and supportive while social media their products to be able to achieve their fitness communications strive for uplifting and encourand nutritional goals. Most social media commu- aging content with product photography. nications are uplifting and encouraging, while a majority promote discounts and product.
GNC now adds security to trust to their voice with a more influencial tone seen especially on their social media, with interactive content for customers to implement in their new lifestyle.
Rebrand • 13
COMPETITIVE AUDIT The Vitamin Shoppe Nutritional Supplement Retailer The Vitamin Shoppe is dedicated in help one become their best self, through high quality supplements, protiens, herbs, superfoods, aromatherapy, and more. Many different brands are sold through The Vitamin Shoppe instore and online.
COMPETITIVE SWOT ANALYSIS Strengths Large variety of brands and products Weakness Inconsistent online presence Opportunites More products means larger demographic Threats Covid-19 financial impacts Failure to engage with customers
12 • Audit
SWOT ANALYSIS Strengths
Opportunites
Large variety of brands and products
Creating a lifestyle through products
Community of customers Consistent and engaging social media content
Weakness
Threats
Narrow age demographics
Covid-19 financial impacts
Social media failure
Failure to engage with customers
Audit • 13
POSITIONING
Product Positioning High Price
High Quality
Low Quality
GNC Vitamin Shoppe
14 • Audit
Low Price
Social Media Lifestlye
Community
Individual
Corporation
Audit • 15
IMAGE SAMPLES
BRAND MARK
ICONS
Favicon
General Nutrition Center Instagram
TAGLINE Love Your Whole Self
Smiling/Friendly GNC 16 • Mood Board
Internet
TYPOGRAPHY
COLOR PALETTE Primary
C: 7% R: 224 M: 85% G: 78 Y: 81% B: 62 #: e04e3e K: 1% PANTONE: 7625 C
Secondary
C: 2% R: 238 M: 66% G: 118 Y: 98% B: 37 K: 0% #: ee7625 PANTONE: 158 C
C: 90% R: 46 M: 70% G: 87 Y: 22% B: 138 K: 6% #: 2e578a PANTONE: 2161 C
C: 67% R: 94 M: 27% G: 136 Y: 100% B: 60 K: 11% #: 5e883c PANTONE: 4213 C
C: 8% R: 234 M: 31% G: 179 Y: 75% B: 91 K: 0% #: eab35b PANTONE: 2009 C Mood Board • 17
BRAND MARK The brandmark should only be used in the primary coral colors unless it clashes with the background, then it can be used in either black or white. For placement, you must follow the guidelines seen to the left. Take two G’s from the word
General Nutrition Center
General side by side against the furthest edge of the brand mark and that is the minimum clear
Minimum Clear Space
space that must be used.
ICONS
IMAGE SAMPLES
The icons can be used throughout all gnc prod-
Images must represent the new target demo-
ucts, used in any of the GNC primary or second-
graphic of GNC, and can include products in
ary colors.. When necessary the internet and
use and customers enjoying the GNC lifestyle of
instagram icon can be used. When calling for a
loving your whole self. Images should reflect the
lighthearted design the smiling/friendly icon can
GNC lifestyle and promise (referneced on page
be used. For the Favicon on the website the ab-
16 of this brand manual).
stract design on the brandmark is used without the wordmark.
18 • Mood Board
TYPOGRAPHY Adrianna Extended DemiBold is to be used for Raleway Light is to be used for body copy and all display text or headlines. It should rank the high- other information (body copy, footnotes, ingrediest in hierarchy and scale on a page or package. ents and information on a product, etc.). It should On this page it is used in 15 pt font and is displayed be used in a smaller point font than the display as the headline of the page and is often used as text when compared on the same page. On this paragraph titles. Adrianna Extended DemiBold is page Raleway is used at 10 pt font compared to also used to create contrast on documents with its display font at 15 pt. Raleway Light should only significant amounts of body copy, it is seen used be used, do not use Extra light in the font family, as the section title and page number at the body it is too light to read in a document or on a prodof each page in the document. Adrianna Extend- uct. Raleway Light is to be used only in black and ed DemiBold can be used in all colors supported white to be legible on all formats. by GNC’s color palette including black and white.
COLOR PALETTE The primary coral color should be used most
The secondary colors should be used to contrast
often, for a more monocromatic look use the
both primary colors. An example is seen on the gift
two primary colors together, or the orange pri-
card and business card applications. The primary
mary color can be used to replace the coral.
coral is contrasted by the navy secondary color.
Mood Board • 19
HOLISTIC SECU
HOLISTIC SECU
HOLISTIC SECU
20 • Applications
HOLISTIC SECU
URITY BLANKET
URITY BLANKET
URITY BLANKET
URITY BLANKET
Applications • 21
22 • Applications
Applications • 23
General Nutrition Centers Alanna Jamieson Wiggins 1213 Nutrition Lane Tampa, FL 33606
Jessica Doe 1369 Health Way Tampa, FL 33617
Alanna Jamieson Wiggins Creative Director alannawiggins@gnc.com (813) 294-8688 GNC
24 • Applications
General Nutrition Center
General Nutrition Center
Dear Jessica, Thank you for being a valued customer and member of the GNC community. GNC promises to deliver trustworthy products through a supportive and engaging environment. Our company is a secure community for customers to love their whole self throughout the journey of a new and/or improved health and wellness focused lifestyle. GNC’s goal is to influence its customers through the use of social media such as Instagram and YouTube to allow customers to follow workout routines product use and to engage with the GNC lifestyle. By becoming a holistic security blanket and an influence to customers, GNC will be able to create an accepting community between its customers and employees to allow for trust and security. GNC is the only nutrition company that interacts and influences 18-25 year old health conscious enthusiasts in global major cities who want to focus on emotional, physical, and mental health during a time of self love and acceptance.
Sincerely, Alanna Jamieson Wiggins Creative Director
alannawiggins@gnc.com
(813) 294-8688
GNC
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