Client
Vitl
Services
Art Direction
Brand Identity
Brand Guidelines
Social Templates
Template Design
Vitl, a personalized vitamin and nutrition company, hadn’t updated its brand since 2014. As the company evolved, it became clear that the existing branding no longer aligned with its new direction. To better match the company’s refreshed brand story—“Vitamins that make you feel extraordinary”—the in-house design and marketing teams initiated a brand refresh. I lead the visual development of the refresh including a new colour palette, graphics, templates and guidelines.
Key challenges included outdated taglines, a lack of marketing and design assets, and the absence of flexible secondary graphics. To address these, we conducted internal workshops, including a brand audit and brand refresh sessions, to redefine Vitl’s identity.
I introduced a bright sky blue as a complementary color to the primary yellow. Simplifying the original graphics, we created a single circle representing the sun, which evolves into various sky elements. These shapes are now used as background elements and supportive graphics for product promotion.
A new photography art direction was also key to uplifting the brand. The new approach features clean, macro shots with low camera angles, making the products appear like superheroes.
The result:
A refreshed identity that aligns more closely with Vitl’s personality and vision. The team is now equipped with a robust brand toolkit including templates for email, social media, and other marketing channels, ensuring consistency across all touchpoints.
