Gnosis by Lesaffre has announced the new identity for its uniquely scientifically backed Vitamin K2 as MK-7: MenaQ7.
The established K2 category creator with more than 22+ published human clinical trials, MenaQ7 as a brand has remained relatively unchanged for the past 14 years, with a keen focus on validated benefits for bone health in children and adults and cardiovascular health in adults. But in acquiring MenaQ7 in 2021, Gnosis recognised the growing potential of Vitamin K2 for more areas of health, marking the perfect time to introduce the new MenaQ7 Natural Vitamin K2 as MK-7.
“The foundation of clinical evidence using MenaQ7 is what built the Vitamin K2 category and shaped our understanding of this important nutrient as we know it today. We believe the brand has signified ‘Quality Confirmed by Science,’ which is why so many of our partners include the logo on their product labels, marketing collateral, and websites,” said Marc Philouze, Gnosis by Lesaffre General Manager. “Yet research is beckoning the continuation of that pioneering spirit, and more work must be done to confirm Vitamin K2’s expanding role in supporting other areas of health. To that end, we have decided to introduce a new logo and brand identity for this new journey.”
New elements
Customers and the industry can expect no change in the core tenants of MenaQ7: Science, Expertise, and Support. These pillars will anchor the brand on this new path of innovation, according to Philouze, which led to the “magnifying glass” component of the logo.
“The magnifying glass speaks to the curious spirit of discovery, and that quality and science must be meticulously sought,” he continued. “Curiosity is essential to usher Vitamin K2 into the future – illuminating new indications with technological innovations unlocking new consumer applications.”
Other new elements are the logo’s colours and tagline. The new logo emphasises Gnosis’s dedication to natural processes that leave minimal environmental impact. To that end, the colors are softened and reversed from the traditional dark blue with a light green accent. And where MenaQ7 has long been “Vitamin K2 as MK-7,” the MenaQ7 logo tagline is now “Natural Vitamin K2 as MK-7.”
“The visual identity introduced today has been designed to better connect with our customers and the industry, and represent the work we do, utilising what nature has to offer and the protection of our planet’s resources,” concluded Philouze. “As we look to the future, we see nothing but promise and potential, particularly as the benefits of Vitamin K2 are expanding. Here, again, we will lead in that discovery with MenaQ7.”
