The vitamin and wellness market is oversaturated and hard to stand out in. Craig Elbert and Akash Shah co-founded Care/of and Juxtapose, a holding company and fund to help high-growth markets with experienced entrepreneurs. Care/of delivers personalized daily vitamin packs to consumer doorsteps and launched in November with a focus on clever branding and consumer feedback. They capitalized on knowing the narrative – the confused purchaser and uninformed clerk – as well as being aware that their brand and the story they were telling about it through marketing had to convey the same message.
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