BRAND DEVELOPMENT, WEB DESIGN, PACKAGE DESIGN
Redbone Nutrition
Redbone Nutrition is a pet wellness company specializing in hemp-based supplements that support longevity, relaxation, and overall health. I was brought on to reimagine the brand across every customer touchpoint, including the visual identity, website, packaging, and supporting marketing materials.
The primary challenge was closing the gap between the quality of the products and the perception of the brand. While Redbone offered premium, science-backed supplements, the existing visual identity and digital experience didn't reflect the credibility of the products themselves. My goal was to create a more refined, trustworthy brand system that communicated quality, built confidence, and elevated the overall customer experience.
Roles Creative Director, Graphic Designer Programs Illustrator, Figma
Brand Identity Exploration
My first impression of Redbone's existing brand was a lack of visual hierarchy and consistency. Across both the packaging and website, the experience felt cluttered, making it difficult for the quality of the products to come through. The redesign focused on simplifying the visual language, establishing a stronger hierarchy, and creating a more intuitive user experience that reflected the credibility of the brand.
I developed a variety of concepts centered around the initials "R" and "B," while also exploring visual references to bones, dogs, and paw prints. Throughout the process, every iteration was evaluated against the same core traits: simplicity and trustworthiness. Ultimately, the monogram proved to be the strongest solution, creating a distinctive mark that felt both modern and memorable without relying on more literal pet imagery.
Brand Guidelines
The refreshed identity was designed to feel calm, approachable, and trustworthy while strengthening the brand's credibility. A refined color palette, typography system, and lifestyle photography work together to create a cleaner, more premium experience across every touchpoint. By simplifying the visual language and establishing a cohesive design system, the rebrand better reflects the quality of Redbone's products while creating a more intuitive experience for pet owners. Explore the brand guidelines below to see the complete brand system and its application.
Packaging Design
The goal of the packaging redesign was to visually communicate the quality and reliability of Redbone's products. The redesign focused on creating a cleaner visual hierarchy, a softer color palette, and a more refined type system that aligned with the expectations of Redbone's target audience.
Every design decision prioritized clarity. Information was simplified, unnecessary visual elements were removed, and the packaging was organized to guide the eye naturally through the most important product details. The result is a cleaner, more approachable design that allows the products to take center stage without sacrificing functionality.
Original Website
Below are examples of the original website, highlighting the design challenges that informed the redesign.
Wireframes
The primary objective of the website redesign was to create a more intuitive, cohesive, and user-friendly experience. Although the website received high traffic, users often left before purchasing products. The existing experience lacked clear navigation and visual hierarchy, making it difficult for customers to find information and move confidently through the site. My goal was to simplify the interface, remove unnecessary distractions, and create a user experience that naturally guided site visitors toward the products.
Every layout was designed to prioritize usability. I balanced clean interface elements with lifestyle photography to reinforce the refreshed brand identity. From spacing and typography to buttons and navigation patterns, every design decision was made to create a consistent, intuitive experience across every touchpoint.
