Brief
For this longevity-focused supplement brand, the aim of a rebrand was to shift to brand’s values and ideals, while maintaining the trust of their customers. This rebrand was not solely triggered by a merger, a change in name, and new ownership; but to help remove any quality concerns centering their products through the change in hands. Design was strategically and purposefully used to help the brand with transparency into their products’ quality. This was accomplished through creating customer-facing content such as educational product sheets, editorial quality product photography, and higher-end exterior packaging for the products themselves.
Industry
Health & Wellness
A refreshed look,
with a hint of familiarity
Pulling from research in color physiology, blues can often be associated with a sense of tranquility and trust. It was important to keep the original logo design for brand consistency and familiarity, as it had already changed names 3x in less than two years. The original logo's blue shades were kept for their calming, assuring quality. Deeper shades of blue were incorporated into the brand's updated identity to add an air of sophistication and maturity. Warm beige hues and sunrise shadows were an important new element of the branding imagery. These help connect customers with a sense of hope: a new day, a new outlook, a new healthy them.
Evolving & expanding packaging needs
Having art directed the initial product photography featuring the old labels/bottles, this same photography style to be used when introducing the packaging. This was done to help with a seamless transition when phasing out old product with new formations, and create a familiar setting customer had resonated with before. Using rich colors, the new jar packaging used textured paper stocks to provide a new luxe, high-end feel. This same type of luxe, textured stock was used when created the exterior boxes for each of cosmetic products. To introduce their new line of individual, daily supplement packets, custom dispenser boxes were crafted, tested, and adjusted to guarantee both functionally and ease of use for their customers. These boxes incorporated a soft gradient design to match the matte, soft-touch, scratch-resistant material the boxes were constructed from.
Quality assurance through quality photography
To target the goal of quality and assurance, it was important to move away from solely using digital bottle renders and switch to editorial-quality photography of the products themselves. To foster an even deeper sense of transparency and authenticity, an added focus was put on the brand’s natural and holistic ingredients. I produced detailed, close-up photography of every ingredient found within their products. A unique and individual image was created for each one of their 100+ ingredients. These photo were paired with the ingredients' corresponding source details, and then compiled on the company's website to be used as a customer resource.