Visualizing Complex Formulas & Evidence-Based Wellness:
Redesigning Sense of Life

From AI-driven macro ingredient generation to a scalable 30+ SKU system and a 24% conversion rate uplift.

  • Роль: Lead Art Director / AI Strategist / Creative Lead
  • Категория: Nutraceuticals, Health & Wellness, E-Commerce, Premium Supplements
  • Инструменты & Стек: Midjourney, ComfyUI, Gemini, Kling AI, Figma, Adobe Photoshop, Blender 3D
  • Охват каналов: E-commerce Marketplaces (Amazon, Ozon, WB), DTC Flagship, E-Pharma, SMM
Context & Market Challenge
The nutraceutical market is overloaded with pseudo-scientific visual noise. Brands routinely alternate between sterile, anxiety-inducing clinical minimalism and outdated, cluttered templates that obscure ingredient quality and dilute perceived product value.
Competitor 1
Subdued product presentation: small bottle scale fails to capture scroll attention in dense search feeds.
Competitor 2
Cluttered infographics: competing benefit badges overpower the packaging and divide user focus.
Competitor 3
Sterile laboratory aesthetic: cold clinical presentation makes the product feel like a bitter prescription rather than a wellness ritual.
Competitor 4
Illegible benefit claims: micro-copy cannot be parsed efficiently on mobile viewports.

Core Bottlenecks:

  • Trust Deficit: consumers 30+ demand transparent clinical validation, clean labels, and clear ingredient efficacy.
  • Category Blindness: overcoming pervasive visual fatigue across dozens of generic white bottles in search results.
  • Scaling Bottlenecks: establishing a unified, recognizable visual framework across 30+ targeted SKUs (Anti-Age, Detox, Sleep, Immunity).
Strategic Objectives
  • Establish Quiet-Luxury Positioning:
    Bridge modern clinical precision with an elevated self-care aesthetic tailored for health-conscious women 30+.
  • Architect a Scalable 30+ SKU Design System:
    Deploy functional color coding, modular component architecture, and responsive listing funnels.
  • Deploy Generative AI Asset Pipelines:
    Generate photorealistic macro textures, active botanical cross-sections, and liposomal delivery structures without high-cost studio macro shoots
Target Audience & Strategic Direction
Primary audience: health-conscious women aged 30–45. For this demographic, supplements represent an intentional self-care ritual, cellular vitality, and daily balance rather than a medical necessity. They choose brands with refined aesthetics, pure formulations, and transparent scientific benefits.
Clinical
minimalism
Perceived as overly cold and medicinal
Premium Biotech Wellness
Winner: optimal balance of gentle restorative care and advanced science
Pure Organic /
Raw Botanical
Strong natural appeal, but perceived as lacking bio-tech backing
Non-Standard Packaging Zoom
Novelty framing with lower long-term brand recall
  • 10%
    Clinical
    minimalism
  • 45%
    Premium
    Biotech Wellness
  • 40%
    Pure Organic /
    Raw Botanical
  • 5%
    Non-Standard Packaging Zoom

Takeaways & Decision:

We tested contrasting visual directions across target focus groups. While pure organic and premium wellness scored closely, we chose Premium Biotech Wellness because it provides a versatile, future-proof foundation for scaling multi-category formulations.

Omnichannel Scaling Architecture
  • Unified Design System:
    Rigid layout grids, a signature palette (midnight navy, soft ecru, and mineral accents), and refined typography adapt seamlessly across new formulations. This enables rapid, cost-efficient SKU launches under one recognizable identity.
  • Modular Infographics:
    Slide architectures for supplement facts, clinical dosage tables, and bio-benefit highlights work like building blocks. We dynamically adapt content per product while maintaining consistent brand trust.
  • Category Versatility:
    A disciplined quiet-luxury aesthetic bridges standard daily essentials and high-end niche formulas without redesigning the baseline visual system for every release.
Маркетплейсы РФ (Wildberries, Ozon др.)
End-to-end A+ and Rich Content architecture engineered along conversion funnels: Identified Need to Clinical Formula, Bioavailability, and Measurable Outcomes.
DTC Flagship
& Digital Storefront
Interface design focused on personalized regimen builders, smart nutrient deficiency filters, and frictionless conversion journeys.
Probiotic Line Rollout
Frictionless integration of new gut-health SKUs into the established design system, cutting production overhead and accelerating go-to-market speed.
Video Production & Motion Assets
  • Dynamic Listing Loops:
    Short 3D/AI hero animations for marketplace carousels. Using generative video tools (Kling AI, Runway) to show capsule dissolution dynamics, active macro-textures, and packaging rotations that maximize search CTR.
  • Educational SMM Motion:
    Short-form vertical video formats (Reels, Shorts) set in a quiet-luxury mood. Visualizing cellular mechanics and daily routines to break down complex formulas and build trust with women 30+.
  • B2B & Expo Showreels:
    Widescreen presentation reels for industry conferences and retail partners. Highlighting GMP/ISO manufacturing standards, laboratory quality control, and clean-label purity via fluid 3D graphics.
  • E-Pharma
    & Clinic Displays:
    Tailored ambient loops for premium pharmacy chains and longevity clinics. Evidence-led pacing focusing on hypoallergenic testing, zero fillers, and synergistic ingredient bioavailability.
SMM Strategy & Editorial System
Modular templates for clinical breakdowns, ingredient action animations, and elevated self-care flatlays.
  • Evidence-Based Storytelling Over Generic Claims:
    Replacing generic marketing slogans with clear biochemical mechanisms and aesthetic infographics. This dispels consumer skepticism and builds deep brand authority.
  • Sensory Bio-Art via Generative AI:
    Instead of generic botanical stock photos, we built an AI pipeline for macro textures: vitamin crystals, lipid spheres, and rare plant cuts. This created a high-end sensory look with immediate scroll-stopping power.
  • Morning & Evening Wellness Rituals:
    Reframing supplements from a clinical chore into a mindful lifestyle ritual. Habit-tracking checklists and aesthetic flatlays increased repeat purchase rates and organic reach.
  • Modular Content Architecture in Figma:
    A flexible template library color-coded by formula benefits (detox, sleep, mental focus, skin glow). This enabled the social team to ship educational posts 3x faster without compromising quality.
International Expansion: Amazon UK
Adapting the visual system to Western e-commerce standards: replacing text-heavy infographics with refined negative space, tactile lifestyle contexts, and minimal art direction. Localizing the value proposition to highlight Clean Label purity, third-party lab testing (cGMP/FDA compliance), and bio-available efficacy tailored to a modern self-care ritual.
Measurable Business Impact
  • +24%
    Add-to-cart conversion rate (CVR) uplift across primary marketplace listings post-redesign.
  • 30+
    Product lines scaled under a single, unified visual identity without losing brand cohesion.
  • -50%
    Visual asset turnaround time and production budget reduced through generative AI workflows.
  • ТОП-40
    Organic search placement achieved in competitive Amazon UK categories within six months.
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