What’s the worst aisle in a store like Target? According to method cleaning supplies co-founder Eric Ryan, it’s the vitamin and supplement aisle. Plagued by “uninspiring brands” and left without a clear understanding of the products and what differentiates them, Ryan became determined to shake up the aisle. Signing a 1-year exclusive deal with Target (much like the one method signed over 10 years ago), Ryan was able to create Olly, a new brand of vitamins and supplements that relies just as much on it’s easy-to-understand descriptions and innovative packaging as it does on the actual product. Instead of selling biotin, Olly sells “beauty.” And while the vitamin and supplement market has been growing for the past several years, it’s impressive to note that Olly sold $1 million dollars worth of product in its first two weeks.

Olly’s success only underscores the effects that good branding can have on a product. By adding a dash of creativity to the way they sell Olly, Ryan and his team have been able to change the nature of the vitamin and supplements aisle entirely.

What Sparks Our Fire: Great brand messaging and design that disrupts the space and drives sales.