the challenge

How do you refresh a store brand to compete with more contemporary, national players? By transforming it into a private label brand that helps consumers become a better version of them- selves, each and every day.

the story

The Vitamin Shoppe rebranded with an emotionally appealing offering that transcended functional benefits to deliver convenience, "designed for me" portions, and empowerment of a healthier lifestyle.

the design

We named and created a new brand identity that spoke to the unique needs we face as men or women, active or aging: Mytrition. Modern and fresh, each pack is a visual reminder to be good to ourselves by attaining wellness goals.

the details

Through detailed brand essence development and naming strategy, Mytrition was born. The design purposefully reflects a boutique apothecary.

the result

We customized Mytrition Personal Packs for men and women living active lifestyles. The new aesthetic reflects the unique needs active individuals require to perform their best everyday.