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Brand Identity · 2024
Meridian
A wellness brand that refuses to whisper.
- Client
- Meridian Supplements
- Year
- 2024
- Category
- Brand Identity
- Services
- Positioning · Identity System · Packaging
§ Overview
Most wellness brands perform softness. Meridian's founder — a former ICU nurse — wanted the opposite. Clinical. Precise. Serious about what's inside.
01 / Problem
The category is drowning in pastel. Consumers can't tell the clinical products apart from the lifestyle ones, and they pay the price in results.
02 / Approach
We borrowed from pharmaceutical design — structured typography, ingredient-first labeling, almost zero decoration. Then softened it just enough to feel human.
03 / Solution
A utilitarian typographic system. Ingredient names set in mono, doses in bold serif. Packaging that looks more at home in a clinic than a spa.
04 / Outcome
Launched into three clinics and one hospital group in the first quarter. DTC conversion rate 2.1× category benchmark.
Visual gallery.
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