Building on Natural Vitality's trusted position in stress support, we're evolving into a comprehensive mental wellness authority, positioning our brand to dominate the Mind and Mood supplement category.

The Ask

Build a brand that is a total mental wellness leader and expert while using the original logo and trusted product packaging. As Creative Director of this rebrand, I analyzed market research and directed a visual identity redesign that included a color palette, typography system, image style and photography guidelines as well as design and graphic elements to be used along with their new brand voice and messaging.

Brand Purpose

Identifying Natural Vitality as more than a sleep supplement, we set out to refocus on one very important muscle, brain care, as the umbrella for the complete product offering. With focus, rest, and calm as interchangeable wellness factors, our approach was to become more holistic and centralized on total care from a cognitive level.

Creative Strategy

Already established health experts, I helped Natural Vitality clarify a strategic foundation for the new identity that would amplify and pivot the business into a more relatable offering. These principles include an empathetic and playful approach that make Natural Vitality “built for your mental wellbeing.” The tone is supportive, positive and informed.

Supporting the muscle that moves your world, we use expression in language to empower, inform and support With designated expressions per category, our approach to design is complimentary as a whole or individually by product.

Back to Natural Vitality Page