Verbena Launch

Verbena Launch

Stack of modern books and magazine with minimalist cover design on leather chair
Stack of modern books and magazine with minimalist cover design on leather chair

project overview

Verbena was Valeo Foods’ first move into wellness-led confectionery — launching a new herbal, vitamin-based sweets brand into a category defined by indulgence and medicated cues. With no established shopper mental model for wellness in sweets, the challenge was to create relevance from scratch.

company

Valeo Foods UK

year

2024

my role

Brand Manager

client

Verbena Sweets

Minimalist book cover on white stairs with clean editorial design
Stack of books with modern publishing design placed on bright white stairs
Stack of books with modern publishing design placed on bright white stairs

Validated taste, relevance and permission to play through qualitative focus groups and 60/40 testing. Made a deliberate decision to retain distinctive front-of-pack assets to build recognition quickly. Owned the launch end-to-end, aligning brand, sales and operations while directing creative, media and PR across digital and OOH.

Validated taste, relevance and permission to play through qualitative focus groups and 60/40 testing. Made a deliberate decision to retain distinctive front-of-pack assets to build recognition quickly. Owned the launch end-to-end, aligning brand, sales and operations while directing creative, media and PR across digital and OOH.

Open book with sunlight and shadows highlighting editorial typography design
Open book with sunlight and shadows highlighting editorial typography design

Delivered on a sub-£80k budget within eight months, securing 250+ WHSmith listings and high-visibility media across major UK stations. Early traction accelerated a sugar-free, HFSS-compliant variant for Tesco, launching September 2026.

Delivered on a sub-£80k budget within eight months, securing 250+ WHSmith listings and high-visibility media across major UK stations. Early traction accelerated a sugar-free, HFSS-compliant variant for Tesco, launching September 2026.

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