Developed a brand identity for gummy supplements at Willow Health
PROJECT SUMMARY
Willow is a 0–1 health brand created for my fourth-year thesis project, inspired by the bold minimalism and “treat yourself” mentality seen in lifestyle and wellness brands. As my first full-scale design project, it pushed me to step into the role of a professional, building a brand entirely from scratch and executing every component from concept to final visuals.
The scope of this project includes two gummy supplement products, large printed posters, a promotional banner, and a cohesive social media marketing campaign.
TIMELINE
Sept 2024 - Feb 2025
ROLE
Graphic Designer & Photographer
PROJECT TYPE
Brand Development, Graphic Design, Print Design, Social Media Design
HOW MIGHT WE...
Address Brand Skepticism with Design
I started by researching modern supplement and nutrition brands to understand key user pain points in the market. Many lifestyle wellness brands face skepticism around high price points, vague claims, and confusing terminology, which makes trust a major barrier.
To counter this, I focused on bold, minimal design and clear storytelling to shape user perception and reinforce the importance of consistency across the brand. Utilizing a precise, custom dieline and high-quality photography, I created a polished, professional image for Willow.
GRAPHIC DESIGN
The Logo & Packaging
I designed the packaging with bright, saturated colors and a clean, minimal layout for a visually inviting pop. The playful illustrations and soft shapes make the product feel approachable and fun, turning a daily supplement into something customers want to reach for.
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DIGITAL MARKETING & PRINT
BEAR-ilicious Marketing
The Bear-ilicious marketing campaign included five posters, six social media ads, and a large printed banner. The design carried the same bright, playful energy as the packaging, spotlighting key ingredients, delicious flavours, and health benefits to create a cohesive and engaging visual story across all touchpoints.
PROJECT RESULTS
The future for Willow Health
Looking back, I would have spent more time in research to close information gaps and better tailor the brand's identity and design to my desired target audience and market opportunities. I also see ways to refine the brand’s marketing to more clearly highlight what sets Willow apart.
Adding more scientific, educational, and human elements would have strengthened trust and connection with new users. Most importantly, I’d establish a more thorough brand strategy before beginning any design work to ground every decision with purpose.
