Challenge
As Smarty Pants Vitamins scaled nationally, the brand needed to elevate its packaging to stand out on crowded shelves while meeting strict FDA compliance standards. Beyond compliance, there was also a need to think ahead—how could the brand expand into adjacent health and fitness categories while staying true to its playful yet credible identity?
Process
I collaborated with design and marketing teams to update and proof FDA-compliant packaging for multiple product lines. My work involved: Editing and refining packaging layouts to balance aesthetics with compliance requirements.
Evolving visual identity across print and digital, ensuring consistency. Collaborating with cross-functional teams to maintain brand integrity during rapid growth. Developing conceptual design explorations that reimagined Smarty Pants in the health, wellness, and fitness space, showing how the brand could evolve into new product categories.
Result
The refined packaging and updated visuals boosted shelf appeal, improving customer recognition and enhancing trust in a competitive category. At the same time, my forward-looking brand concepts demonstrated a path to expand Smarty Pants into new wellness and lifestyle opportunities, helping position the brand as more than just a vitamin company.
Designed and proofed FDA-compliant packaging while evolving the visual identity. Gallery work also includes concept explorations imagining the brand’s expansion into health and fitness categories.
