🧠 Human and Brand Insighting

We interviewed wellness seekers—from driven professionals to mindful creatives—to understand the rituals, mindsets, and pain points around health in uncertain times.

Key insights:

• People want rituals, not reminders.

• They crave agency, not just advice.

• They want products that help them show they give a damn—about their energy, their immunity, and their impact.

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🔍 Brand DNA Creation

We defined a new emotional and functional core:

Now & Later is the fuel for fun and fulfillment

(That protects and prepares you to soar through your day and ascend in life)

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We then crystallized its call to action into a confident, modern-day rallying cry:

Give A Damn.

Care for your body.

Care for your day.

Care enough to live well—now and later.

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🎨 Design Strategy and Visual Language

We collaborated with Brandyard Inc. to bring this ethos to life through a bold, modular visual identity.

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Together, we created a system that:

• Used vibrant color blocks to communicate energy, protection, and calm across SKUs

• Balanced clinical cues with expressive visual joy

• Featured punchy naming conventions and slogans like:

- GO! - Top & Pop (for energy)

- DEFEND - Block & Rock (for immunity)

- CHILL - Slow & Mellow (for rest and recovery)

Every element was designed to stand out on shelves and stick in daily life.