Strengthening a wellness brand across packaging, digital and customer touchpoints.

As the in-house designer for Vitality, I lead brand, packaging and digital creative across the product range, developing a cohesive visual system that scales across packaging, web, social media and customer communications.

As the business expanded, the brand needed a stronger and more unified identity that could improve shelf presence while creating a more recognisable digital experience. I redesigned the gummy range around a more sustainable pouch format and developed digital brand assets, campaign graphics and social systems that extended the identity consistently across online touchpoints.

I also led the creation of Vitality Vitamins, developing the identity, packaging system and art direction across photography, web and social to create a scalable brand experience across both ranges.