Persona Nutrition offers personalized vitamin programs built around each customer's unique health profile, but the brand wasn't telling that story. As the lead designer on a full rebrand, I developed a new visual identity from the ground up and extended it simultaneously across packaging and digital, creating a cohesive system that could flex across every touchpoint without losing coherence. This project spans print, physical product, and digital and is a direct expression of how my background in both disciplines shapes the way I approach design systems.

The Problem:

• • Felt clinical and cold: the visual language read closer to a pharmacy than a personalized wellness brand, undermining the product's core promise of personalized wellness

  • Inconsistent across touchpoints: a customer encountering Persona through an email, app, and a physical packaging could be forgiven for thinking they were three different companies

  • Looked dated and cheap: the existing design didn't support the premium positioning the product deserved or the trust a health brand needs to earn

The rebrand needed to establish a warmer, more human tone without sacrificing the science-backed credibility that gives customers confidence in what they're taking and define that system clearly enough to scale into packaging and digital simultaneously.

Brand Foundation:

The new visual identity was built around the idea that science and warmth are not opposites — that a supplement brand can feel trustworthy and human at the same time. The color palette moved away from the sterile whites and cold blues of the original, introducing tones that felt elevated and approachable without tipping into the overly casual. Typography was chosen to carry both registers: clean and modern enough to signal credibility, warm enough to feel personal.

Getting these decisions right in the brand phase was deliberate. A clearly defined visual language at the foundation meant that when packaging and digital were developed in parallel, both mediums had an unambiguous source of truth to draw from — reducing inconsistency and giving the extended system a coherence that would have been difficult to achieve if each touchpoint had been designed in isolation.

Scaling in Two Directions:

With the brand established, packaging and digital moved forward simultaneously — a constraint that tested the system's flexibility in real time. Print and screen have fundamentally different rules: color behaves differently, hierarchy works differently, and the physical experience of holding a vitamin packet is nothing like opening an email. The challenge was ensuring that a customer moving between these touchpoints felt the same brand, even when the medium demanded different decisions.

For packaging, the brand translated into a tactile, premium physical experience: structured, considered, and consistent across product variants. For digital, the same visual language became the foundation of an email design system and app UI, with color, type, and tone carried through into reusable, scalable components. The email system in particular was designed as a lifecycle tool, guiding customers from onboarding through long-term engagement, with templates built to be modular and campaign-ready without requiring heavy design work each time.

The Result:

The unified system replaced a fragmented, inconsistent brand with a single coherent visual and tonal language, one that reflected what Persona actually is: a personalized, science-backed wellness product that takes its customers seriously. Across packaging, email, and app, customers now encounter a brand that feels intentional at every touchpoint, building the kind of trust that its fractured, clinical-looking predecessor couldn't.