vyv nutrition is the younger sister of Persona Nutrition, a personalized vitamin subscription brand built specifically for Gen Z and young millennial women, whereas Persona's demographic leans 40+. Vyv needed to feel vibrant, accessible, and culturally fluent. As a member of the Persona team, I led design across every customer touchpoint for the vyv launch: brand identity, packaging, website, app, quiz, and checkout flows, email campaigns, and AI-generated product imagery.

The challenge wasn't just building a brand from scratch...it was building one that could authentically speak to a generation that has a finely tuned radar for anything that feels performative or out of touch.

The Challenge:

The personalized supplement space is crowded, and Gen Z women in particular are a discerning audience. They expect brands to reflect their lives: diverse, unfiltered, values-driven, and they make purchasing decisions fast, on their phones, with very little patience for friction. vyv needed to compete not just on product quality, but on brand trust and experience.

The core design challenges were:

• Create a brand identity distinct enough to stand on its own, while still benefiting from Persona's credibility as a parent company

• Build an onboarding quiz and checkout flow simple enough to convert mobile-first users who are accustomed to the best consumer apps in the world

• Develop packaging and imagery that felt genuinely representative, tactile, and would visually translate to social media

• Design an app experience with real value that keeps subscribers engaged and connected to their program.

My Role:

Zero-to-One Designer for digital and print: I was part of the brand launch concept development from the beginning: collaborating with nutritionists, customer care, and pharmacists to develop a brand that would resonate with the target audience. I pushed for a focus group to validate the direction with real Gen Z and millennial women before we committed, because I believed that kind of early signal would have strengthened every downstream decision.

From there, I owned everything visual and experiential: color palette, typography, illustration and photography direction, UX/UI design for the app and website, packaging, email templates, and AI-generated product imagery. I collaborated closely with product and engineering, and worked directly with executive leadership to present design direction through final concepts.

Design Process:

Brand Identity
The vyv visual identity had to occupy a specific and intentional space: luxury wellness that actually speaks to young women, without defaulting to the tired tropes the category is drowning in — the blush pinks, the script fonts, the vague aspirational softness. Vyv needed to feel bright and grounded at the same time. Elevated, but not cold. The palette is bold without being loud, and the typography carries editorial confidence without trying too hard. Every decision was made with the phone screen as the primary canvas and a young, visually literate audience as the judge.

AI-Generated Product Imagery
One of the more technically interesting challenges was producing high-quality product lifestyle imagery efficiently. I developed a series of prompts for AI image generation that maintained brand consistency across shots while depicting a range of skin tones, ages within the target demographic, and aesthetics. This gave us a library of imagery that felt authentic without the cost and logistics of a traditional shoot, and gave me direct creative control over representation. Images were further manipulated in Photoshop for complete accuracy and authentic detail. 

Packaging
vyv is a direct-to-consumer brand, so the packaging had one job: make the unboxing feel intentional and worth sharing. The customer who opens a vyv delivery is almost certainly going to have her phone nearby, and that shaped every detail: layout, hierarchy, finish choices, and the small moments of delight that make a brand feel like it knows you. 

Quiz, Checkout & App
The goal of these flows was to reduce friction. Every extra step is a reason to leave. I advocated hard for a streamlined quiz experience that asked only what was necessary, for a checkout flow that minimized decision fatigue, and for an app that made it easy to stay on track without overwhelming the user with features. Simplicity at this scale requires more design thinking, not less, and I pushed consistently for restraint.

Designing for this audience meant advocating for them in rooms where their perspective wasn't always naturally represented. That meant grounding design decisions in user research, consumer behavior data, and the cultural context of what Gen Z actually values in a subscription wellness brand. Some of those pushes landed fully. Others were compromises. The work reflects both the wins and the reality of navigating stakeholder dynamics with empathy and persistence.

The Result:

vyv nutrition launched as a fully realized brand with its own distinct identity, voice, aesthetic, and experience. The AI imagery workflow I developed created a scalable, cost-effective content system that gave the brand visual flexibility from day one. The packaging and app established a brand world that could grow.

The most valuable skill this project sharpened was design advocacy. Building a brand for an audience requires championing that audience: understanding what they trust, what they scroll past, and what makes them feel seen. When the people in the room don't share that lived experience, data and empathy have to do the work.