Vitality is a wellness brand offering CBD oils, topicals, and gummies designed to support sleep, anxiety relief, pain management, and recovery — all formulated with 0.0% THC.

As an in-house creative, I led brand and design work across packaging, digital, e-commerce, and social, partnering closely with marketing and product teams to deliver a consistent, high-impact brand experience.

Key projects included leading the rebrand of Vitality’s gummy packaging, transitioning to a more sustainable pouch format and introducing a bold, cohesive visual system to improve shelf impact. I also led the creation of a new sub-brand, Vitality Vitamins, developing the brand identity, packaging range, and art direction across photography, web, and social.

Role: In-house Lead Creative
Focus: Brand Identity • Packaging • Art Direction • Digital