Vibrant Health

Overview

A brand identity that emulates sophistication & transformation.

Vibrant Health's packaging does not embody their leader position in the superfood market. With this new look, we emphasize their provable high quality, transparency, and ability to enhance healthy lifestyles.

Roles

User Research, Brand Identity, Packaging Design

Agency

Cynda Media Lab

Team

Creative Director & Typographer: C.J. Yeh
Design Director: Christie Shin
Designer: Kimiko Stuhr
Designer: Rachel Quan

Duration

1 month

Tools

Figma, Illustrator, Photoshop

Challenge

The current packaging is overly text-heavy, has a dated clinical appearance, and is inconsistent across the product line.

Solution

Reinforce Vibrant Health as a trusted leader in the market with a visually appealing brand identity that conveys premium quality and resonates with a younger demographic.

Primary research

Key Insights

From research, three key insights drove our design choices. The statements are founded in observations of supplement product packaging design and shelf displays in pharmacies. As well as empathy interviews with 20 participants aged 18 to 84 to understand consumer mindsets.

Key Insight 1

Your Brand Is Not What You Say It Is; It’s What They Say It Is

People are far more likely to trust brands recommended by those they respect, such as friends, family, or healthcare professionals.

Key Insight 2

“Reading Labels” Is Essentially An Analog Keyword Search

Today’s consumers are often skeptical of bold claims, marketing language, or technical jargon. Instead of reading labels in detail, they tend to scan for specific keywords that align with their values and concerns—terms like “natural,” “organic,” “non-GMO,” or “clinically tested.”

Key Insight 3

People Don’t Care About Your Products, They Care About Their Problems

When consumers search for and purchase a health supplement, they’re typically driven by a specific concern or need they want to address. Their focus is not on the product itself but on how effectively it can help solve their problem—whether it’s improving energy levels, supporting immune health, or managing stress.

Primary Logo

The building blocks of life

A dynamic logo that can shift and interlock in nodules that resemble bonded atoms and molecules.

Brand typeface

VH Baskerville Slender

Baskerville is one of the most cherished classical typefaces, renowned for its refined lines and soft curvature. Its elegance makes it a popular choice for body copy in books and articles.

Brand colors

Color table

Airy colors and gradients that feel transcendent. Organized into different palettes with an overall cohesive, sophisticated feel.

What we emulate

“I want Vibrant Health to be premium accessible wellness.”

— Paige Parker, Co-President, Vibrant Health

Luminous and Entrancing

Key Takeaways

A brand identity conveys clean elegance and the captivation of science.

Reflection

Establishing a dynamic brand identity that embodies transformation and a strong link to science and quality. Utilizing label design as an impactful visual communication touchpoint to resonate Vibrant Health's identity with customers.

Next Steps

Expand this brand identity to digital platforms for a new website experience and social media presence.

Vibrant Health: Molecular Transformation