Case Study Industry Health & Wellness Services Brand Repositioning & Strategy Retail Packaging Design Retail Sell-In Collateral Consumer E-commerce & SEO Multi-Channel Content Execution SKU Expansion Swiss Navy Overview Swiss Navy began as a niche line of personal lubricants sold in specialty retailers. To scale, they needed more than refreshed packaging, they needed a brand story that resonated with mainstream consumers. James Ross repositioned Swiss Navy for national retail, landing shelf space in CVS, Walgreens, GNC, and beyond. With a clear message, refined identity, and growth-focused strategy, we helped transform Swiss Navy from a specialty product into a household name. The Challenge Swiss Navy’s roots in the adult market limited its appeal on mainstream shelves, so the brand needed to shift perceptions from niche to wellness-focused. This meant developing messaging that balanced intimacy with confidence and health, while also creating packaging and marketing assets designed to feel at home in national retail chains. View Gallery The Solution We rebranded Swiss Navy around a universal message of connection and confidence, making the products approachable, relatable, and retail-ready. Brand Strategy and Messaging Developed the platform “Love Your Love Life” to frame intimacy as wellness Positioned Swiss Navy as a health-forward lifestyle brand Crafted tone and copy tailored for mainstream audiences Packaging Design Redesigned labels with a clean, modern aesthetic Created line extensions and SKU variations optimized for CVS, Walgreens, GNC, and Vitamin Shoppe displays Expanded packaging to support new supplements and “His/Her” bundles Web and Digital Built a consumer-focused e-commerce site rich in education and product guidance Implemented an SEO strategy to capture broader search demand Rolled out supporting content across paid and organic social channels Sales and Retail Enablement Delivered compelling pitch decks and sell sheets for retail buyers Supported the launch of a sister brand, Dr’s Own, with distinct branding assets Developed in-store signage and promotional materials to drive trial and conversion Creative Production Produced print ads and POS materials that married elegance with clarity Created product videos to showcase benefits and build consumer trust The Results National distribution secured in top retail chains Successful line extensions and the debut of Dr’s Own under Swiss Navy’s umbrella A consumer-friendly identity that widened Swiss Navy’s market appeal 4× revenue growth achieved since the rebrand Featured Work Hospitality & Entertainment Crash N Burn Technology ModMed Hospitality & Entertainment Virgin Voyages Retail & Consumer Goods Outdoor Nation Marine & Yachting Italian Yacht Group Health & Wellness Flomentum Retail & Consumer Goods Direct Seafood Retail & Consumer Goods Filthy Food Marine & Yachting Palm Beach Motor Yachts Finance & Insurance Tecum Capital Hospitality & Entertainment Royal Caribbean Health & Wellness Valensa International Health & Wellness Swiss Navy Technology NCipher Health & Wellness Evalar Nonprofit & Education Sunrise Community Marine & Yachting Southeastern Marine Health & Wellness BioXgenic Finance & Insurance Topline Marine & Yachting Galati Yacht Sales Retail & Consumer Goods PetMeds Ready to Take Your Brand to the Next Shelf? We help challenger brands break into the mainstream—and own it. Give Us A Call Book a Strategy Call