New Zealand-based cell health company MitoQ developed the world’s first subcellular targeted antioxidant for deep intracellular penetration and stress reduction in cells, announced its complete transformation with a fresh new design, updated visual language, and sustainable packaging.

The developer has been proven scientifically to penetrate deeply into our bodies’ smallest structures—known as “inside out” supplements like antioxidants today which fight against free radicals without harming ourselves.

Targets stress cells

By supporting the body’s primary energy source – the mitochondria — MitoQ is able to target cell stress and improve energy, increase exercise recovery and resilience and promote healthy aging.

The patented cell technology and active ingredients in MitoQ will remain the same, but the rebrand elevates the company’s purpose, its differentiated position in the wider category and role as a pioneer of cell health with a new look and feel, including new packaging, visual communications and brand messaging.  

Mahara Inglis, chief executive officer of MitoQ, shared: “MitoQ is more than a supplement – it is bio designed differently to be extraordinarily effective and safe, it’s backed by decades of independent global research and supported by clinical trials and hundreds of peer reviewed scientific publications. 

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“Rebranding is one of the steps we are taking to raise awareness of the importance of cells for overall wellbeing and draw attention to our unique technology. All the elements in our new branding and packaging are designed to reflect the unique position we hold — not only in the health and wellness space — but in the emerging cellular health category which we have been pioneering for decades, and also the positive impact we make on our customers’ lives.”

The MitoQ rebrand was undertaken to revitalize the brand position, establish a clear point of differentiation in the category and ensure all packaging was sustainable to prevent inefficiencies that may contribute to environmental harm. To help inform the strategy and execution for the rebrand, MitoQ partnered with UK-based brand transformation consultancy, Born Ugly.

At the heart of the work was the shift of the brand’s purpose from supporting consumers to ‘power through life’ to ‘empower their purpose’ through products and experiences. The approach needed to overcome cultural differences and reasons for taking MitoQ in its key markets – primarily the U.S. and China. A unifying mindset was identified that could connect the different audiences rooted in a deep human truth that when people feel their best, they can have the most positive influence on those around them.

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Power of small

MitoQ’s new visual articulation was rooted in the idea that small changes can have a significant and positive ripple effect on overall health, life, and the broader community. The ‘power of small’ was the idea that influenced everything within MitoQ’s new brand, including cell-inspired packaging, imagery, illustration, animation, language, and a logo that articulates a cell universe optimized at the heart by MitoQ’s small molecule. Essentially the brand proposition is that small can be big.

John Marshall, chief marketing officer at MitoQ shared:

“Today marks a significant milestone in the history and forward growth of our company. MitoQ is not only a reputable, innovative company pioneering new technology in the emerging cellular health category, but we are a supportive and loyal community of health-minded people who are committed to making a positive impact in the world around us”.

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“This project was an intense and rewarding labor of love for the entire commercial organization. We are incredibly grateful to our strategic partners, external and internal advisors, the MitoQ team and the millions of global customers who helped provide thoughtful, invaluable feedback and perspective that led to the development of this refreshed, dynamic brand. We look forward to the commercial rollout and sharing this new brand experience with our customers across multiple global regions in the coming months.”

It is a multi-patented, advanced antioxidant molecule that delivers targeted support to the cells’ mitochondria. The mitochondria provide approximately 90% of the energy the human body needs to function. As a by-product of this energy production process, the mitochondria also produce free radicals, and with age (coupled with other external and environmental stressors), the body loses its natural resistance to diffuse them.

MitoQ is bio-designed to be absorbed deep inside of the cells where it can neutralize free radicals to combat cell stress, resulting in more energy, faster exercise recovery, immune support, deeper focus and overall optimised health.