When Be Well – founded by functional medicine pioneer Dr. Frank Lipman – approached Love & War, they were a brand defined by two limited product lines: health cleanses and nutritional supplements, both of which had found a loyal following among hollywood elites but had failed to gain traction among a broader audience.

Working directly with Dr. Lipman and Be Well’s CEO, we did a complete assessment of the company’s brand and capabilities to identify new opportunities to unlock value and drive growth. The result was a complete overhaul of the positioning, audience targets, and identity system that helped reshape the company’s perception from a product “store” to a multifaceted wellness authority with permission to move into a wide range of categories.