Onnit was founded in 2010 with an idea to make cutting edge nutritional supplement combinations. The mission is to inspire peak performance through a combination of unique products and actionable information. Combining bleeding-edge science, earth-grown nutrients, and time-tested strategies from top athletes and medical professionals, Onnit is dedicated to providing customers with supplements, foods, and fitness equipment aimed at helping people achieve a new level of well-being called Total Human Optimization.
I began working at Onnit in 2015. My initial design role was focused on marketing collateral, social media posts, magazine ads, printed promotional material, web assets, and clothing accessories. This position has since evolved into a Senior Designer and Art Director role, working directly with the CEO and compliance team to produce branding and maintain packaging for supplements and a new line of foods that is in development.
The past year at Onnit was spent rebranding and updating the entire Onnit supplement and food line. This massive undertaking was initiated to achieve the following:
- Create more consistency and cohesion between our products and our brand
- Differentiate Onnit from hyper-masculine brands like GNC and Muscle Pharm
- Highlight Onnit's dedication to using all natural ingredients
As the number of products continues to expand, the need for cohesion has become stronger in order to maintain brand recognition for consumers in the retail space. Consumers select Onnit products for their premium ingredients and that will be reflected in the upcoming product packaging through the use of natural/matte stock, foil stamps, tactile printing, gloss hits, and the elimination of all things with a 'clinical' feel.
Having the opportunity to rebrand an entire product line has been an incredibly rewarding challenge. I've enjoyed having the freedom to restructure product information and to help create a new retail experience for consumers. The new labels will slowly roll out over the next year.
The following images are examples of my most recent rebranding work. Please do not share without permission
I designed the wrapper, carton, and product page for Elk Bar and led the art direction for the campaign which included a product photo shoot in Utopia, Texas.
MARKETING & APPAREL
The following images are examples of my marketing collateral work from 2015-2016. This section includes marketing collateral, social media posts, magazine ads, printed promotional material, web assets, and clothing accessories
When I am not in front of the camera you can find me at my desk working on label designs. The following videos are from Onnit's 2016 Black Friday and 2017 Semi-Annual Sale campaigns.