Charki
The Forgotten Supplement
Charki started as a genuinely great product—pure activated charcoal, a clean formula, and high-quality capsules.
But it wasn’t selling.
Customers who tried it rarely returned.
When I joined forces with the Charki team, it became clear:
The issue wasn't the product—it was the brand.
It blended into the shelves, faded online, and failed to create any meaningful connection.
Digging Deeper—Beyond Ingredients
Collaborating with Charki’s product manager, we went straight to the source: real users and their buying habits. We analyzed competitors, spoke to wellness-focused women, and reviewed clinical evidence.
Our research uncovered critical insights:
- The messaging felt sterile and overly clinical ("reducing gas").
- Visually, it looked like every other generic supplement.
- Usage was unclear. Detox? Daily use? Emergencies?
- It tried speaking to everyone, but connected with no one.
Bridging Science with Brand Strategy
This wasn’t about creating just another wellness brand; it was about authenticity and credibility. So I dived deep into the scientific evidence and regulations surrounding activated charcoal.
- Clinical trials confirmed activated charcoal effectively reduces gas and bloating, making claims substantiated and credible.
- We carefully aligned with EFSA-approved health claims, ensuring regulatory compliance.
Integrating this rigorous science into Charki’s new brand narrative didn't just bolster its credibility—it differentiated it in an overcrowded market.
Turning Function into Feeling
Our research told us exactly what our target audience wanted:
- To feel lighter.
- To reset after a heavy day.
- To have more control over gut comfort and daily energy.
So we shifted Charki’s positioning from a clinical "gas relief" supplement to a daily detox ritual—something wellness-conscious women could naturally integrate into their mornings.
Every claim was evidence-backed, compliant, and emotionally compelling.
The Transformation
Together with the Charki team, here's how we brought the new positioning to life:
Before:
- Gas relief supplement
- "Reduces intestinal gas"
- Generic look and messaging
- Unclear usage category
After:
- Daily detox for clarity and comfort
- "Feel lighter. Think clearer. Live better."
- Empowering, wellness-aligned language
- Clear daily-use positioning
Imagining a Better Presence
To match our new strategy, I helped guide Charki’s visual transition:
- Switched to soft wellness colors (muted pistachio, warm yellows).
- Highlighted benefits first: "Feel light. Daily detox."
- Placed Charki visually alongside calming lifestyle elements (tea, fresh lemons, linen towels).
It wasn’t just aesthetic—it visually reinforced the brand's daily wellness ritual narrative.
The outcome
By aligning scientific credibility with emotional resonance, we’ve set Charki on a clear, achievable path:
- Improved loyalty: Anticipating up to 34% more repeat customers within four months.
- Premium retail presence: Targeting entry into two lifestyle-oriented retailers.
- Increased visibility: Inclusion in wellness content, such as the “Bloat-Free Morning Rituals” bundle.
- Authentic interest: Building connections organically with influencers in gut health and wellness.
The Real Takeaway?
In a crowded supplement market, strong science alone isn’t enough—great brands tell compelling stories.
By grounding Charki’s repositioning firmly in clinical evidence and genuine emotional insight, I’ve helped move Charki from being just a product on the shelf to a meaningful part of women’s daily wellness routines.
From a forgotten supplement,
to a memorable brand,
to a trusted daily ritual.
Next Project
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Transform your product or technology into a brand people trust—and choose.
I work with pharmaceutical, supplement, and biotech teams ready to stop competing on price—and start driving sales with clear positioning and real differentiation.