Vitacost Supplement Rebrand
In 2025, Vitacost partnered with an agency to develop a new identity for its supplement lines. The preliminary designs and guidelines were later handed off to my manager and me for refinement and final execution.
My role was multifaceted. I adapted the approved agency concepts to align more closely with Vitacost’s broader identity and business objectives. I developed a new color palette and icon system, updated the brand guidelines, and created the supporting marketing assets. These deliverables included rendered bottle imagery, product-awareness infographics, and a dedicated landing page.
Tiers
Three distinct tiers were created to define the supplement collection. For Everyday and Advanced, I softened the existing blues and greens to give both lines a more organic and approachable feel. I then moved the Active line away from its original yellow palette, adopting Sport Certified’s colors to visually connect the products with that specialized shopping experience.
Foundational supplements
Simple, trusted ingredients
Great value for daily nutrition
Targeted support for specific needs
Research-driven formulas
Synergistic ingredient blends
For active lifestyles at every level
Support for energy, hydration & recovery
Sport-certified options available
Packaging
These examples showcase the product line’s final color palettes, iconography, and branding elements that I helped develop.
Iconography
I created a library of more than 50 custom icons representing different product attributes. The icons provide an eye-catching, easily distinguishable way to communicate key benefits while helping customers quickly identify individual products within a larger collection at home.
Style Guide
The pages shown below offer a curated look at some of the most important elements within the final guidelines. Building on the agency’s original technical guide, I brought every update into a unified brand system. The expanded guide connected the labels more clearly to Vitacost’s overall identity, providing direction for typography, color, label layouts, icons, and marketing execution.
Sitewide Awareness
Designed for the product detail and search results pages, this infographic transformed key product information into an engaging visual experience. The product line’s full color palette gave the imagery a bold, distinctive presence that immediately drew the customer’s eye.
Experience Page Mockup
The project’s final phase was planned as a dedicated experience page introducing the new product line and explaining its three tiers. The page would also feature curated product carousels and relevant blog articles, creating a comprehensive destination for customers to explore the collection.
