Brand identity design for a migraine relief supplement — from naming and visual identity to packaging, digital, and out-of-home. The goal was to move away from clinical, pharmaceutical conventions and create something that felt calming, personal, and shelf-ready in the wellness space.
The client came in with a category problem and no name. The supplement space is overcrowded with clinical whites and pharmaceutical blues — shelf presence and digital recall are nearly impossible to achieve when everything looks the same. They needed a brand that could compete in the wellness aisle without blending into it, starting from scratch.
The naming challenge came first. The name had to work as both a state of mind ("relief-minded") and a directive — calm, focused, intentional. That dual meaning shaped every visual decision that followed.
We leaned into the wellness space rather than the pharma space — warm, human tones over sterile clinical palettes. The purple-to-pink gradient was a deliberate departure from the category norm. It signals calm and relief without reading as medicinal, which opens the brand up to a broader wellness-conscious audience rather than only those managing chronic pain.
Typography was chosen to feel approachable and editorial simultaneously — capable of sitting in a magazine spread or on a product shelf. The naming work was also ours: "Minded" was developed to carry dual meaning, reading both as a state ("relief-minded") and as an invitation to be present with your own wellbeing.
The brand launched across packaging, digital, and out-of-home. Every asset — wordmark, color system, typeface pairing, packaging structure, and social templates — was delivered production-ready. The packaging shown is conceptual, designed to demonstrate full shelf and e-commerce viability, and is available for immediate production.
