Longo Vital Rebrand

Longo Vital is a well known and established multi-vitamin brand from Denmark. They came to my school with the briefing of repositioning their brand to a more modern, sustainable and exclusive approach (both strategically and visually).  
To solve this problem, the concept  created was of a refillable packaging, and a brand refresh.
The logo
The challenge with this project was how to reposition a brand which counts with a large base of the loyal customers.
For that, instead of taking a complete different direction, a few of the original identity characteristics were kept.
The herbs
The illustrations are the famous 6 herbs used as a base in the multi-vitamins; hawthorn, mint, paprika, pumpkin seeds, yarrow and rosemary. These herbs illustrations are used as the 5th element - a supporting graphic element and are intended to be used in a variety of platforms, such as the primary packaging, the refill, website, and stationary.
The package
Refill Prototype
The refill is shaped like a pyramid that when combined with two others, forms a cube. This solution was thought taking into consideration sustainability, since it doesn't waste any space in the distribution process.
Thank you,

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