Brand Repositioning
& Growth Strategy
Concordix®
Norway/USA
2024/2025
Concordix®: Pioneering a New Era in Supplements
Brand Repositioning & Growth Strategy for Concordix®
From technological innovation to market differentiation: how HMT helped Concordix® move from a pioneering technology to a category-defining brand platform.
This project shows how breakthrough technology reaches it full potential when its value is clearly articulated. Concordix® is a strong example of how building the Double IP transforms innovation into lasting market leadership!
Background: Over a series of projects HMT has worked together with members of board and management of Vitux, a Norwegian company specialized in nutritional innovation, to position and differentiate Concordix®, which is its patented emulsion-in-blister supplement delivery technology. In the first project we could rediscover the founding story, that Concordix® technology was originally designed to mimic how the body naturally absorbs nutrients from food, from chewing to digestion, offering superior bioavailability compared to traditional pills, capsules, or gummies.
The first project phase focused on how to articulate the key difference between Concordix® and competing supplement formats, while the second phase shifted to articulate the competitive positioning of the Concordix® brand with the task to protect the brand’s leadership and define its own category.
The Challenge
Concordix® had moved from start-up to scale-up, but its innovation risked being misunderstood. The technology was groundbreaking, yet the brand story was unclear and fragmented.
As the Concordix® brand prepared to accelerate global growth, it faced an increasingly crowded market of lookalike products. Competing “smart gummies” and soft gels threatened to blur differentiation, and confusion between the company (Vitux) and the brand (Concordix®) made communication inconsistent.
At the same time, consumer pill fatigue was accelerating the shift toward gummies, a fast-growing but increasingly commoditised category. This created a critical challenge for Concordix®: how to clearly differentiate its technology-driven solution from generic gummies.
#Challenge 1:
Look a likes entering the market with similar formats
#Challenge 2:
Confusion between Vitux (technology owner) and Concordix® (technology brand)
#Challenge 3:
Lack of B2B2C brand narrative that brought out the consumer benefits of the Concordix® technology
#Challenge 4:
As a result: Differentiating from gummies and softgels became a challenge
#Challenge 5:
As a result: Storytelling across teams and partners became fragmented.
The Solution
Concordix® needed to evolve from a technology brand to a clearly differentiated leader of its own unique category.
Through HMT’s FourFactors® Brand Acceleration System and Brand Torch methodology, we co-created a strategic foundation that redefined both business strategy and brand storytelling. Together, we:
#1: Defined a new category: Concordix® Supplements — the first supplements designed for your body, inspired by the concept of concordance between body and nutrition. This highlighted the forgotten fact that the name Concordix was created from the word ”concordance”
#2: Clarified the brand architecture:
Vitux = the Nordic company behind the innovation.
Concordix® = the brand and category leader for next-generation supplements.
#3: Established a purpose (the bigger why): To create supplements that mimic the way your body naturally absorbs nutrients.
#4: Positioned the brand for early adopters: targeting B2B innovators and health-conscious consumers seeking efficacy, simplicity, and trust.
#5: Created a full Brand Book: defining tone of voice, messaging hierarchy, and visual identity to ensure consistent activation across all teams and partners.
The Result:
Concordix® now stands as the pioneer of a new supplement category — Supplements Designed for Your Body.
Key Project Outcomes
- Category Leadership: Established Concordix® Supplements as a distinct, ownable category, separating it from gummies and copycats.
- Brand Architecture Clarity: Clear separation between Vitux (corporate entity) and Concordix® (innovation brand), enabling sharper external communication.
- Unified Global Storytelling: One brand narrative and visual system now used across all regions, empowering internal teams and partners with a consistent voice.
- Defensible Positioning: A brand-led IP (“Designed for Your Body”) that complements the technology patent and strengthens long-term differentiation.
Concordix® moved from a pioneering technology to a category-defining brand platform, trusted, distinctive, and ready to lead the next generation of supplements.
What a journey! This was an intensive process, and every session brought new clarity and sharper thinking, helping us bring Concordix to life in a way that truly reflects the value of the technology. From the new positioning to the refreshed visual identity, we made huge strides together. A true collaboration we can all be proud of.
— Catherine Nardone, Vice President Global Marketing, Concordix®
Before & After
Our Methodology
FourFactors® Brand Acceleration System
Applied to identify whitespace, define category ownership, and position Concordix for premium growth.
HMT Brand Torch
Defined the source, handle, and flame of the Concordix® brand — connecting the founding idea with the inspiring expression, ensuring the entire organization speaks with one voice.
How can we help?
Are you a change-maker in your area with similar challenge? Contact us here and let’s create change together.