Inspiriko

We worked with a UK-based women’s supplements brand to reposition them and define their narrative. Along the way, at least one founder of Rough Paper learnt a lot more than she expected to about perimenopause and is now keenly aware of all the fun symptoms that come with it. The good news: she also now knows how to tackle them.

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Context pls

Inspiriko is a UK-based supplements brand focused on women’s health at every stage of life - from everyday energy to hormonal issues to perimenopause. With high-quality, bioavailable additive free formulations to target specific issues and raise the quality of life of women across the UK.

The brand was already in-market, trusted, awarded, and loved by a loyal customer base. But while the products were dependable, the brand wasn’t where the products were at -  no clear positioning, scattered communications, and generic design. With a new product range on the horizon, its founders Bipin and Andra wanted to establish a stronger foundation and attract a wider audience. They came to us with plenty of testing and research under their belt, and a clear sense of what they did and didn’t want to be.

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What we did

Here’s how we went about creating a brand story to appeal to women in the UK looking to up their quality of life.

Started with the facts: Inspiriko came in with solid quantitative research and a deep understanding of (the highly stringent!) UK nutraceutical communication regulations. We dug into this, along with competitor audits and a review of their existing communications, to ground the brand in reality before taking it further.

Listened to the loyalists: We recommended creating an Inspiriko Insiders - a WhatsApp group of loyal customers who became an active part of the rebrand. Through them, we got raw, unfiltered insight into motivations, frustrations, and aspirations at different life stages. We saw what they sought from supplements, how they spoke about perimenopause and menopause, and which kinds of messaging landed or fell flat. It also gave us a front-row view of where competitors were missing the mark.

Defined the core idea: From these insights, we developed a new brand positioning and narrative, with a tone of voice to match.

A message that acknowledges real challenges without letting women be defined by them. The tone of voice spoke to the audience as equals, balancing empathy with aspiration.

Tested & tweaked: We ran the new brand persona and narrative by the Inspiriko Insiders, refining and fine-tuning it until it clicked with this core group.

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Making it beautiful

After the strategy was in place, Noland Studio stepped in with a complete visual revamp - beautiful packaging, a refreshed design system, and a digital experience that matched Inspiriko’s new story. We brought it all together by rewriting their website and aligning all comms to the new positioning and tone of voice.

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The Inspiriko brand now feels as good as its products do. This new positioning anchored in real customer voices strengthens existing loyalty and sets the stage for wider reach. And the wider reach is on its way... since the rebrand, Inspiriko has launched new products with more in the pipeline!

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Praise OMG

And they had such nice things to say about us! We don’t want to toot our own horn but if others want to - we won't stop ‘em!

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Working with Rough Paper and Divya was absolutely amazing. They have contributed enormously towards our complete rebranding starting with setting the foundation with their tone of voice and positioning work, and then going on to completely overhaul our copy across all platforms. Our customers absolutely love our new look and brand, we wouldn’t be here without Divya’s help.

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Bipin & Andra, Inspiriko

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Project personnel

Strategy and copy lead: Divya Ramesh

Copywriting input: Tanishka D'Lyma and Devi Sayithi Kadari

Design: Noland Studio

Amazing clients to work with: Bipin Raju and Andra Raju