As an in-house designer, I lead brand and packaging across the range, developing a cohesive system that scales across products and platforms.

Challenge: Vitality is a CBD wellness brand focused on sleep, recovery and everyday balance. As the business expanded, the brand needed a stronger and more unified identity that could improve shelf presence. While creating a more recognisable and engaging digital experience across multiple platforms.

Insight: Wellness customers encounter brands across both physical and digital environments, so consistency is essential for building trust and recognition. The opportunity was to create a visual system that could work seamlessly across packaging, ecommerce, social content and campaign communications while still feeling warm, credible and contemporary.

Strategy: I led the creation of a cohesive brand system spanning packaging, digital assets and social content across both the core brand and its sub-brand. The identity was designed to scale consistently across physical and online touchpoints, creating a more unified customer experience.