Products & Branding
Transforming concepts into products.
In my experience, the process of creation and marketing are intricately connected when designing consumer product goods. Formulation & manufacturing protocols are dictated by the requirements of modern consumers and research available.
By collaborating closely with cross-functional teams, I have brought innovative products and initiated strategic campaigns for both internal brands & white-label clients. Below are a few of the brands I have created, worked on, & developed.
Be Creative, Be Pain Free.
California cannabis brands have tried to strike a balance between pharmaceutical & recreational brand concepts. Fiori (Italian for “flower”) was one of the rare brands to accomplish this.
Fiori focused primarily on structure-function consumables, whereby customers would buy dose-specific products to be taken purposefully rather than for general use or recreationally.
Counter to recreational brands competing to showcase highest THC% products (such as concentrates, joints, vapes, or beverages), Fiori focused on standardization, consistency, ease of use and therapeutics effects for symptomatic relief
Targeted smaller industry categories such as topicals, sublinguals, & capsules which suffered from low-quality products and lack of innovation.
Because of the consistent effectiveness, there were high repeat-customer purchasing and continuously distributed across California from 2018-2021.
Consumer Archetypes: Cannabis Health Seeker & The Creator Archetype
Creativity, health, wellness, and artistry were central to Fiori’s persona. This was represented in impressionistic and abstract art & posters by our graphic designer Alice Yi. Social media posts and promotional material were all original pieces inspired by user feedback of the products.
EVO
Plant-Based Performance Line
Artwork and graphic design by Alice Yi
The Unsupplement
Better Performance is Within You, Not a Bottle.
There has been a profound shift in consumer packaged goods toward clean panels, research support, & transparency in process.
This paradigm of a return back to nature advocates natural solutions to modern problems like synthetics, contaminants, & tech addiction.
For millennia the human body has evolved specific systems for each of us to reach optimal performance. Those are lying dormant in you, waiting to be activated again.
By utilizing EVO’s precursor ingredients (research-backed botanicals) you can reactivate your body’s own systems to aid in post-workout recovery, fortification of your immune response, maximize potential energy, performance, and sleep.
The EVO brand/product parameters were:
Only ingredients that “could be found in your backyard”
Reduce waste and environmental impact by using biodegradable packaging and “refill” capabilities
Only using research-backed ingredients and in quantities that could be verified by metadata human studies
In this way, EVO was the Unsupplement.
Rather than extracting only one star phytochemical it relied on a broad range of therapeutic profiles. The brand was released under FitPro USA’s profile in 2015-2018.
Consumer Archetypes: Conflicting Approach
The goal was to bridge two clashing consumer categories in the sports nutrition and supplement category:
Health-Conscious “granola market”. Category of consumer who strives for whole spectrum foods & botanicals for longevity and endurance
Weekend Warriors & CrossFit crowd who cherish effectiveness, quick recovery, and immediate results
ELDERX
Relief Delivered
Artwork and design by Heyjude Design
It’s a Good Time to be Old
There is a massively underserved population in our country: seniors. The United States is projected to have at least 77 million seniors (aged 65+) by 2034 who are looking for alternatives to pharmaceutical interventions. Of those more than 7 million in California alone suffer from age-related decline.
The goal was to create a brand around a fully operational and easy-to-use platform by which doctors, care providers, customers & product retailers coordinate to ensure positive holistic results for each senior. ElderX was the solution.
By utilizing botanicals, nutraceuticals, and hemp ingredients aimed specifically at age-related issues, ElderX offered easy to swallow softgels, capsules, and lotions to:
Support healthy inflammatory processes
Manage occasional soreness and stiffness
Help support & maintain positive attitude
Make Your Golden Years, Golden.
Consumer Archetypes: The Consumer and The Buyer
Healthcare productization is a unique blending of consumer profiles because the consumer isn’t always necessarily the buyer. The consumer of the products often has another person in charge of purchasing and providing the medication to the consumer (care-provider, medical/pharmaceutical technician, or under the care of a family member). Understanding both the consumer and the buyer profiles are required when designing the imagery, colors, format for the products and price range.
