Building a Business & Brand
VITPEB - A Natural Brain Supplement Made in Switzerland
Co-Founder & Co-Owner
Creative & Art Direction
Brand Strategy & Identity
Content Strategy, Production & Campaigning
Commercial Partnerships
Living in a world of constant stimuli, tremendously increasing expectations and stress levels higher than ever, a former EY co-worker and I thought it was time for a change. Brain enhancers – so-called nootropics – show potential to counteract this development and improve mental performance. Already strongly established in the USA, the EU lacked high-quality products. At that time, Switzerland had no comparable products at all.
In September 2020, Daniel and I joined forces and founded the VITPEB AG. The fact that we were in the midst of a serious crisis was more of an advantage than a disadvantage in this case. As we were both in full-time management positions, the lockdown allowed us to devote all our free time to building the business.
On board with us was Benson Jelier, PhD, as scientific advisor. The study-based formulation was developed and manufactured in the heart of Switzerland under strictest requirements to ensure scientific innovation with the highest possible quality.
Six months later, we proudly launched our supplement for mental performance. VITPEB® BRAIN put the brain at the centre of a holistic approach to healthy self-optimisation. We kicked off with a broad digital campaign among our aspirational target audience to optimise brand awareness in this crowded market, followed by conversion ads further down the funnel. Soon after, we were able to partner with Switzerland's largest online retailer (Galaxus) and the country's largest online pharmacies.
With a business degree and extensive experience in the consulting world at EY, combined with the creative path as Creative and Content Lead at a digital agency, I was able to embrace both the strategic and all the creative parts of this endeavour. This involved building the entire brand in all its dimensions, designing product packaging, creative direction and content production, developing campaigns as well as negotiating partnerships with ambassadors and online retailers.
