Shaklee's line of nutritional supplements was in need of a refresh to speak to a younger demographic, help consumers pick the correct nutrition for their individual needs and unify the family of products. During the discovery and strategy stage, I discovered challenges with the existing product positioning and proposed a new product tiering strategy all supplements.
I recommended a three-tier structure that was built on "use" versus "ingredient," which aligned with current trends, and also helped distributors sell products to their customers with a logical and emotive brand story. The design supports a "Nature backed by science" positioning and uses the pill shapes in symbolic patterns to visually group products into Essential, Boost and Targeted tiers.
The new packaging system helped bring a refreshed energy to the company and distributors, and created a roadmap for future products with a clear tiering strategy.
Brand Identity / Strategy / Package Design System / Photo Illustrations / Messaging