Opportunity

Health and wellness represents one of retail's most significant growth opportunities, yet the shopping experience has not evolved alongside changing consumer expectations. We identified the need to establish Live Well as a trusted destination that simplifies healthier decision-making, builds confidence at shelf, and drives sustainable category growth.

Insight

We uncovered a fundamental shift in shopper behaviour: consumers no longer shop by product category, but by the health outcomes they want to achieve. Goals such as increasing protein, reducing sugar, supporting digestion, and choosing cleaner ingredients now shape purchasing decisions, making clear benefit-led navigation critical to influencing choice.

Solution

We created a motivation-led Live Well ecosystem that organises the experience around the health goals that matter most to shoppers. Through benefit-first messaging, colour-led wayfinding, and simplified shelf communication, we made healthier choices easier to navigate while increasing engagement, loyalty, and basket value.