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Returning to the essence of a wellness brand

Thalamag · Laboratoires Iprad


Legend has it, and the history of the food supplement industry proves that Thalamag was the first brand to use non-synthetic marine magnesium in its products. Over the years its positioning was diluted in a sea of fierce competition. When Thalamag told us its story, we felt that such a special product deserved a happy ending. A passionate team with a tremendous amount of enthusiasm imbued us with knowledge so that we could create a storytelling that would bring the original magnesium back from the ashes… or in this case from the depths.


  • Big idea

  • Brand identity

  • Brand strategy

  • Packaging


We explored its unique essence and purpose, to bring out all the authenticity of the original story and then rewrite our own version. A celebration of the unique origin from the northern seas: pure, wild and untouched. A magically transparent imaginary, capable of immersing its audience in a sea of naturalness and effectiveness. A structural metaphor that transforms positioning into images: the brand in the depths and the benefits above the surface.


A reinvented logo to convey a sense of resurgence as well as an architecture that clarifies the product’s proposition and brings each range to life: serenity, tranquillity and vitality.  A liquid visual identity that can convey the brand’s story and unique value proposition across all platforms: digital, point of sale, social media, etc. Bringing the wonderful and legendary story of Thalamag magnesium to everyone.

I would summarize our collaboration in 3 points:
A very detailed analysis of the challenge at hand and a recommendation that serves the brand's strategy and enhances its DNA.
A relevant, modern, punchy and elegant feedback that enables the brand to emerge and upgrades the perceived positioning
A constructive collaboration: the art of working together!

Anne Gecs

Family Health Group Leader