A supplement brand dedicated to transparency and quality, utilizing globally sourced ingredients and independent testing to ensure purity, potency, and safety.
Rational Nutrition was a new company preparing to launch several products on Amazon. They needed a corporate brand and visual identity that would establish market credibility and a clear, organized visual hierarchy for their sub-brands.
CHALLENGE
Rational Nutrition approached us with a label design for its first product. It was created by another team and was not hitting the mark. They did not yet have a corporate brand identity, brand system, or digital presence. The full product roadmap had also not yet been considered. They reached out to The Label Collective for edits to the label design, including instructions to improve the existing design.
SOLUTION
The Label Collective assisted with the requested edits and also approached Rational Nutrition with questions about their future product plans. These conversations led to a half-day brand workshop and additional collaboration. A refined logo and corporate visual identity system, along with an established brand hierarchy, were defined. The Wellness, Performance, and Kids sub-brands were given unique visual identities, and Amazon store imagery and brand stories were also designed to communicate their overall vision. Their MVP website was also built on Shopify, reflecting the full brand and product experience.
RESULT
Rational Nutrition has officially launched on Amazon and is professionally represented in the US market. Their website offers consumers a place to see all ingredient lab testing reports and learn more about their product line expansions as the company scales.
Brand Strategy
As a new company, Rational Nutrition did not have an established brand to draw upon. They understood their identity, but struggled to express it in a way that aligned with their mission. Over time, they identified three key product differentiators: high quality, pure ingredients (with no fillers or added sugars), and a design that accommodates any lifestyle. Their brand voice needed to be clear, straightforward, and honest to reflect the company’s rational approach to nutritional supplements, and the visual direction had to convey genuine, authentic use cases.
Logo
The logo included in Rational Nutrition’s first product label did not accurately reflect the company name. The corporate logo was created as a combination of our client’s ideas and our expertise. The concept of ratios played a significant role in developing the logo and informing the visual identity. A clear, strong, and precise logomark was crafted, incorporating visual influences that better aligned with the company’s mission.
Visual Identity
The intent of the corporate visual identity was to minimize the impact of visual elements, allowing lifestyle and product photography to effectively convey messages of quality, transparency, and value. The typographic treatments were designed to ensure easy legibility, with crisp letterforms and a layered hierarchy to enhance focus. Additionally, the existing color palette was expanded to include more colors and gradients to support the sub-brands.
Website
Although the main storefront is hosted on Amazon, a single-scroll website experience was built in Shopify to provide legitimacy and effectively showcase the company and its products. A dedicated Lab Testing page was added to provide up-to-date batch test results. The Lab Testing page is also featured as a unique QR code on each product label for customers seeking proof of quality.
Sub-Brand: Wellness
Rational Nutrition’s Wellness sub-brand focuses on supplements and nutritional powders that are common, single-ingredient additions to an individual’s overall health and wellness plan.
Sub-Brand: Performance
Rational Nutrition’s Performance sub-brand focuses on powders and supplements that support brain health, focus, and energy, starting with the Mastermind line of Cognizin-based products.
Sub-Brand: Kids
Rational Nutrition’s Kids’ sub-brand was created with a simple goal: to provide clean and straightforward hydration for younger audiences. Many products today are filled with added sugars and unnecessary ingredients. This line offers the same high-quality ingredients found in adult versions, while ensuring they are safe for children and effectively meet their hydration needs.
”Working with their team felt like a true partnership. They didn’t just execute; they took the time to understand my goals, the mission, and the brand, which showed in the final assets. It genuinely felt like they were invested in my success, not just the deliverables. Building the brand strategy and framework from the ground up allowed us to move forward with consistency and speed. The collaborative and thoughtful culture made the experience truly enjoyable. They shared ups and downs, offered strong perspectives, and made smart suggestions throughout.
Nick MazzeFounder, Rational Nutrition
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