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To date, it's raised $11.5 million from a handful of investors, including Obvious Ventures and Base Ventures. Ryan funded the seed round to get the company started. 'There are only a handful of companies in the United States that can do what we wanted to do inside a gummy rather than a pill,' he said. Ryan found manufacturers in Indiana and Florida. They hired a chief medical officer to make sure the efficacy of the gummies were on track and began to develop the first 20 products that would debut in Target in April 2015.

Over the next 14 months, Ryan and his co-founder, Brad Harrington, a former marketing executive at Shaklee - a franchise sales business model for nutritional product sales - put together their team. Target's response: How fast can you get these products on the shelf? 'But on the inside I was hoping they loved it, because I was really excited by what we had.' 'I was very casual with them, just asking if they thought there was something in the idea,' he said. With his roughed-out idea on 10 PowerPoint slides, Ryan met with Target executives in early 2014. Perhaps most importantly, he wanted the experience of taking a vitamin to be really pleasant for the consumer, so he chose chewable gummies rather than pills. Olly sounded like neither of those things, and Ryan says the name 'just looked so good on the bottle.' 'Everything in this category is either very pharma-sounding or very folksy,' he said. As for the name, he wanted something friendly. Rather than typical round jars, Ryan's would be square. The product name would spell out the benefit it was delivering (the simply named 'Sleep,' for instance, is Olly's best-selling product). I can’t speak to their tastiness compared to the chewable Flintstone’s Multivitamins, which I credit for my robust childhood immune system, but in all other departments, Olly blows their competition clean out of the esophagus.Ryan started sketching out his idea of what a new kind of vitamin and supplement brand could be. Who knows what Neo would have chosen if he had purple, orange, and yellow options as well. The upper case letters OLLY in the logo ensure that Olly doesn’t look like Oily, and the friendly colors bring consumers to Jolly before Folly.

Because every abstract name (no matter how perfect) could be questioned by a nitpicker, the extra-textual stuff ensures the name evokes the right feelings in even the most cynical of consumers. The last bit of Olly’s name perfection comes from the packaging, logo, and presentation. Presented as a verb, “Olly Up!” and as a noun, “Have you found your Olly?” the name’s versatility and range match the versatility and range of the vitamin and supplement options themselves. To some it may sound happy, suggesting Jolly, active like Ollie (the sk8tr trick) or Alley-Oop, or playful like the schoolyard cry “Olly Olly Oxen Free.” Furthermore, a cursory glance at the website copy reveals how creatively and effortlessly they reinforced-and therefore familiarized consumers to-the abstract name. First of all, the name is malleable enough so that the consumer can project whatever meaning they want onto the name.

OLLY VITAMINS HOW TO

Olly is the perfect example of how to properly execute an abstract name. Whereas a descriptive name makes literal sense from the git-go and is therefore comforting and familiar, an abstract name can-when left to its own devices, bereft of logos and packaging and copy-appear strange and off-putting. Though I don’t think that axiom is entirely true, the first impression of an abstract name is extremely important. I have heard that first impressions last a lifetime. His new vitamin and supplement venture is called Olly. He has taken another hidebound aisle in the store, pulled the dirty old rug out from underneath it, and made it exciting again. Brad Harrington, mastermind behind the much-lauded Method cleaning supplies, has done it again.

Olly vitamins