DR.VEGAN has announced a strategic rebrand to DRV+ as the company expands its appeal beyond the vegan category.
The supplement brand says it is introducing a new identity to reflect transparency, research and broader consumer appeal. The rebrand marks the latest stage in the company’s growth journey, reflecting consumer insights that show its appeal extends far beyond shoppers who identify as vegan. While vegan ingredients remain central to every formulation, the business found customers are primarily drawn to its commitment to clean ingredients, evidence-based nutrition and transparency. Research conducted among the brand’s customer base found that only 13 per cent identify as vegan, reinforcing the need for a brand identity that better reflects the wider audience already engaging with its products.
The new name, DRV+, is anchored in the brand’s new positioning: Designed. Researched. Verified. The identity has been developed to communicate its commitment to rigorous formulation standards, transparent ingredient disclosure and scientific credibility in a category often criticised for confusing claims and under-dosed products. The positioning reflects the principles that have guided the business since its inception, formalising DRV+’s longstanding approach to evidence-led product development and quality-first formulation.
Alongside the name change, DRV+ has introduced a completely refreshed visual identity featuring a warmer colour palette, simplified packaging architecture and a stronger emphasis on product information, helping consumers make more informed purchasing decisions.
The rebrand was extensively tested with consumers before launch. Independent research found that the new DRV+ packaging increased preference by 107 per cent overall, rising to 154 per cent among female consumers. Participants also ranked the DRV+ proposition as the most credible and transparent when compared against competitor brands. Consumer feedback highlighted the effectiveness of the new design in communicating trust and quality, with respondents describing the packaging as more authentic, bright and easy to read, and reflective of a brand where the science and quality of ingredients seem to be the priority.
Despite the visual transformation, the company emphasises that its products, formulations and commitment to vegan ingredients remain unchanged. Gordon Lott, CEO and Co-founder at DRV+, commented: “We’ve always believed supplements should be honest, rigorously formulated and fairly priced. While we built the business around vegan principles, we’ve learned that what resonates most strongly with consumers is our commitment to quality, transparency and evidence-based formulation. DRV+ allows us to communicate those values more clearly, while retaining everything our customers already trust us for.”
The new branding will be rolled out across product packaging, digital channels and retail touchpoints from October.
