Due to acquisitions in Germany and Croatia, the Hasselt-based high-tech producer of sports and health nutrition has quickly grown into a global player. That demanded a new positioning, both on the market and for the workforce, which has doubled. A challenge that D’M&S was pleased to sink its teeth into.
Aminolabs makes bars, powders, tablets and capsules to meet special dietary needs. It is a booming market. Products used to be marketed to a niche group of bodybuilders, but now they are sought after by everyone who wants to watch their diet - from people who wish to eat healthily to busy professional types. Aminolabs is a strong partner for consumer brands. A safe pair of hands with expertise in everything from marketing strategy and product development to packaging concepts.
D’M&S joined forces with Aminolabs to translate the new market position into strategic communication values, with a mature balance between high-tech and high-touch, between people and technology, and the credibility of a serious B2B partner with experience of working with consumer brands.
The corporate movie produced by our video team emphasises the sporting credentials of Aminolabs. Pictures of employees are combined with images of an athlete: everyone at Aminolabs is fully focused on helping him perform at the top of his game. Invisible nutrients come into focus, taking the shape of a human body made up of blue molecules. Quite a feat of special effects. And a strong communication concept. From now on, Amino will play a leading role in all Aminolabs communication.
The communication values are reflected in the high-quality photography on the latest aminolabs.com website. Photos of products and ingredients make your mouth water. While the lab-based photos show off the high-tech credentials. The new photos were an important part of our assignment. Seamless design and consistent application of the sky blue brand colour support the positioning. Our content team furnished tasty copy in four languages. It all fits together perfectly, giving visitors peace of mind that they can trust this leading name in a demanding, changing market.
In May, all the scientific and industrial players in sports nutrition came together in Geneva for the Vita Foods global fair. D’M&S Events designed a stand to reflect the company’s international stature. Amino had a big profile at the fair, thanks in no small measure to six large LED panels.
An impressive high-tech, high-touch meeting space where the folks at Aminolabs were able to strike up a conversation with suppliers and customers in style. D’M&S Events also designed and built the stand at PLMA in Amsterdam a few weeks later. Helping the new Aminolabs to raise its international profile.