Zubi Nutrition
CPG System + Brand Identity
Zubi Nutrition was developed as a consumer packaged goods brand focused on delivering supplements and nutritional products that support everyday health and active lifestyles. The project centred on creating a cohesive identity and packaging system capable of functioning across multiple product types, including capsules, gummies, and collagen powders.
The brand needed to feel both credible and approachable within the highly competitive wellness market. Consumers in this category often seek transparency and clarity, making it important that the packaging communicate nutritional benefits and product attributes without appearing overly technical or intimidating.
Working from the brand strategy, the identity was built around a clean visual structure, ingredient-inspired illustrations, and a colour system that allows each product to stand out while remaining part of a cohesive product family.
The Challenge
The health and wellness category is filled with products that often fall into two extremes. Many brands rely on sterile medical aesthetics that feel clinical and impersonal, while others lean into overly playful designs that sacrifice credibility and trust.
At the same time, the brand needed to support a growing product portfolio that would eventually expand across multiple nutrition categories. This required a design system capable of maintaining consistency while allowing flexibility for new products and variations.
Zubi needed to establish a brand presence that felt vibrant and welcoming while still communicating nutritional integrity. The packaging had to attract attention while maintaining clarity around ingredients, benefits, and product information.
Strategic Insight
The Zubi strategy centred on the belief that nutrition should feel empowering and uplifting rather than restrictive. Many wellness products focus on what consumers should avoid, often framing health around limitations or rules.
This perspective shaped both the messaging and the visual identity. By focusing on optimism, vitality, and self care, the brand communicates the idea that nutrition can be both beneficial and enjoyable.
Zubi instead positions nutrition as something positive and energizing. The brand encourages consumers to view healthy choices as a source of confidence and momentum rather than obligation.
Creative Direction
The creative direction focused on building a visual identity that felt clean, modern, and naturally vibrant. A bright white foundation was used across the packaging to communicate purity and transparency while allowing other brand elements to stand out clearly.
Curved colour fields differentiate product types and flavours across the range while maintaining a consistent packaging structure. This approach brings energy and movement to the brand while preserving clarity and readability on shelf.
Botanical and ingredient-inspired illustrations introduce a sense of natural authenticity to the products. These illustrations help reinforce the connection between the supplements and the ingredients that support them, creating a visual language rooted in nourishment and wellbeing.
The Packaging System
A structured packaging system was developed to support the Zubi product portfolio across multiple formats. Each product follows a consistent layout that anchors the brand mark, product name, and key nutritional benefits within a clear hierarchy.
The system also integrates key product attributes such as vegan, gluten free, and non GMO benefits in a way that remains informative without overwhelming the design.
Colour is used strategically to distinguish product variations while maintaining a unified visual presence across the brand. This allows consumers to quickly recognize different products while still understanding them as part of the same family.
Execution
The Zubi project translated brand strategy into a fully realized identity and packaging framework capable of supporting both retail and direct to consumer channels. Packaging assets were developed alongside supporting brand materials to ensure the system could extend naturally across digital platforms and shipping experiences.
The final identity provides Zubi with a cohesive brand platform capable of evolving as the product range grows.
The work also explored how the brand would appear beyond the bottle, including website design, subscription packaging, and broader brand storytelling. These elements reinforced the brand’s core message of supporting active lifestyles through thoughtful nutrition.
Impact
The project successfully brought the brand vision to life in a way that resonated strongly with ownership and investors. The identity and packaging system helped stakeholders clearly visualize the potential of the brand within the wellness category.
At market launch, the project illustrated the value of thoughtful brand development at an early stage. It provided owners and investors with a compelling vision of what the Zubi brand could become when fully realized.
By translating the strategy into a complete brand world, the work created alignment around the strength of the concept and the opportunity it represented. The packaging system demonstrated how the brand could expand across multiple products while maintaining clarity and consistency.
Creative Leadership
As the sole creative lead on the project while working at Blue/Meta, I was responsible for translating the Zubi strategy into a cohesive brand identity and packaging system. My role included shaping the creative direction, designing the packaging architecture, and ensuring the brand narrative remained consistent across all elements of the work.
The Zubi project demonstrates how strategic brand thinking and disciplined design can transform a functional product category into a vibrant and memorable consumer brand experience.
The project required balancing visual energy with the functional clarity required for nutrition products. Every design decision needed to support both the emotional tone of the brand and the practical needs of retail packaging.