Optimizing a trusted natural health brand’s portfolio packaging for broader consumer reach.
BIORAY had established strong credibility in the professional practitioner channel through its evidence-based herbal remedies. As the wellness category evolved toward omnichannel distribution, the brand needed to adapt its communication strategy for environments where consumer decision-making happens in seconds rather than minutes. The inconsistent visual architecture across sub-brands created friction that limited conversion in retail and DTC channels.
Our category baseline testing revealed significant opportunities to systematize the portfolio architecture, creating an intuitive design system that strengthened the connection between masterbrand equity and life-stage specific sub-lines.
The resulting design system implemented consistent navigation principles across Baby, Kids, Adult, Clinical, and Intimate collections, reducing decision complexity while maintaining the brand’s scientific authenticity. The refresh delivered a 25-point lift in purchase intent, driving category leadership at key retailers and opening distribution opportunities through improved shelf impact and shopper navigation.
