Fully Human Supplements
Project Duration June 2020 – November 2021
Studio Services: Branding | Package Design | Website Design | Content Marketing Design | Copywriting
Special Thanks & Credits To:
Marketing Strategy: Samantha Brewster of The Well-Minded
Full-Stack Development: Devon T. Riley
Project Information
Background
Fully Human Supplements is a veteran-owned, start-up supplement company which began in 2019.
The initial launch was completely bootstrapped by the owner, along with two flagship products: Freedom and Liberty. With a heavy focus in anti-inflammatory health, Fully Human Supplements’ products sought to give a better alternative towards relieving pain & illnesses caused by chronic inflammation.
The Challenge
Fully Human Supplements needed a completely new brand strategy and identity system that would help them make their mark in a highly saturated market.
They also needed a fully responsive e-commerce experience that promote brand awareness & expertise, and generate revenue.
Our Solution
Partnering with The Well-Minded, we engaged Fully Human Supplements within our Full-Scale Brand & Website project package, to create a brand identity that was both friendly, encouraging, and flexible. This identity system was used to create product branding for both flagship products, as well as the design & development of the e-commerce website built on Wordpress & Woo-Commerce.
Brand Strategy
We honed in on two specific customer communities: the Wellness-Challenged and the Wellness-Inspired. The Wellness-Inspired communities buy supplements because they strive to live generally healthy and balanced lifestyles. The Wellness-Challenged communities buy supplements because they live with chronic illness and pain stemming from chronic inflammation, and have tried other conventional means with no luck. Furthermore, we decided to go after Gen X’ers because of their statistically high buying power, and aspirations for living healthy lifestyles.
Extensive workshops and exercises during Discovery Phase gave us more insights into their products, the highly potent ingredients they use, and how they fight off chronic inflammatory pain. We positioned Fully Human Supplements as the “inflammation specialist” supplement brand, boldly standing amongst many other generalist brands.
Brand Identity
Design began with stylescape boards because they allowed us to establish a sense of what the brand direction could be, while considering the customer base more closely. The chosen look-and-feel direction pushed a cleaner, more established vernacular with high contrast colors, geometric shapes and tight grid structures. The chosen logomark possessed a simplistic and “human” typographic metaphor created by the stem and arm of the “F” and the “eye” cross-bar.
The square proportions of the mark allowed us to extrapolate a series of grid structures, and other pieces of graphic language. From hard shadows on text call-outs, to icon design, as well as padding around design elements. Additionally, arrays of different geometric shapes were developed as overlaid visual accents to images and text. As a result, these shapes help to create more rhythm within the heavily gridded design, while also breaking it in tasteful ways.
Fully Human Supplements needed a completely new brand strategy and identity system that would help them make their mark in a highly saturated market.
Fully Human Supplements 2019 Logo
Fully Human Supplements Rebrand
Interactive
The website had two main goals: act as an effective brand touchpoint for prospects to learn about the company, and compel new conversions. Because the previous website had a broken architecture, we created a new site-map for the website with a big focus on UX content structure and copywriting. Pages like “What is Inflammation?” and their blog, “The Inflammation Room,” further instilled that inflammation expert positioning.
We found many opportunities to create delight across the website. On each product PDP, we created on-scroll timelines detailing what customers could expect while taking certain supplements. Tab systems for ingredients revealed descriptions that linked to specific articles in “The Inflammation Room.” While we wanted to make the buying experience simple and efficient, it was important that our expertise was laid bare.
“From our first call, Santoro Design went out of their way to ensure I knew this was going to be a different kind of design process.…From a rough idea, to polished gold. His team helped with brand strategy & identity, web, packaging and product design, and even ad creation. This experience was truly exceptional, and I cannot recommend Chris and team highly enough.”
Tim Chrisman, Founder & CEO of Fully Human Supplements
