Although clinically proven to work as well as its pharmaceutical competitors, pain relief brand Kytta was failing to communicate product efficacy to mainstream category buyers and to increase market share. The aim was to develop a new positioning, visual identity and communication platform to drive growth, and to attract new users whilst retaining their existing loyal consumer base. The new design, which represents the journey from pain to relief, led to a 38% increase in market share in the first five months following the launch and Kytta has continued to go from strength to strength, with close to €2million of additional sales revenue delivered in January to April 2015. New products are being launched from a revitalised brand platform and geographical expansion is now planned following the domestic market success. Pre launch consumer quantitative testing indicated the new design’s higher credibility and 67% of main competitors' users found the new design more motivating.