A major transformation derived from our ideation phase was changing the name from “Re” to “Qurr” as the former comprised of 15% of all the words in the English language and failed to appear on the first page for any search keywords, thereby making it unmarketable.
Qurr (pronounced Kyoor) allowed us to get creative with wordplay and branding while advertising the product’s function within its name as a verb itself. Additionally, we decided to give the product a segmented focus and specific targeted messaging by splitting it into 3 different verticals - each targeting a different audience (Strong, Well and Toned). We created diversified narrative content through graphics, videos and testimonials to educate the consumer about Qurr's benefits and repackaged the physical product to bring it in line with the renewed vision and strategy.
Our experience with MYOS RENS is the perfect example of a successful strategic transformation of a revolutionary product into a household name. Our strategy and designs didn’t just sell a protein activator, they told inspiring stories that made a global impact.