NattoPharma, a leading company in the vitamin K2 category, announced that it has launched a new logo, brand identity, and website in order to better communicate expanding research into vitamin K2’s role in supporting overall health.
 
“Our science has always been a driver for brand owners to join NattoPharma. Our MenaQ7 vitamin K2 has been the source materials for more than 20 published human clinical trials with more underway, confirming bone and cardiovascular benefits,” NattoPharma CEO Kjetil Ramsøy, said. “As we look into the future, we see nothing but promise and potential, particularly as the benefits of vitamin K2 are expanding, where again, we will lead in that discovery.”
 
While focusing on the science behind vitamin K2’s impact on health outcomes for populations of all ages, the NattoPharma brand has remained unchanged for almost two decades. The company reports that it has been laser-focused on the success of its partners, ensuring that its products could better the health status of their consumers with quality raw materials.
 
“Joining NattoPharma, I was struck by the company’s story, the passionate pursuit of science, and the overriding mission to improve human health,” Andrew Green, NattoPharma vice president of Global Marketing and Communications, who joined the team in October 2020, said. “The brand lift connects the decades of successful work creating the K2 category with the Japanese origins of K2. The new logo is born out of the Japanese concept of ‘Ikigai,’ meaning ‘purpose for being.’ This can be seen in Ikigai diagram on the About Us page. We use the four quadrants of this philosophy to express our connection to Mission, Passion, Vocation, and Profession, and encourage you to view the short brand video.”
 
The new site also includes information on MenaQ7’s distinct advantages compared to other forms of vitamin K2, according to the comprehensiveness of portfolio of research and patents. Additionally, a partner portal provides a direct connection to the MenaQ7 Partner Site, created to give companies utilizing MenaQ7 access to the vast marketing collateral so they can impactfully communicate their product’s superiority, NattoPharma said.
 
“Companies come to NattoPharma for the science, but they stay with NattoPharma for the partnership,” Green said. “We are truly invested in our partner’s success, and we believe this brand lift beautifully emphasizes that relationship.”