TO UNLOCK EVERY HUMAN’S HIDDEN POTENTIAL FOR OPTIMUM HEALTH THROUGH DECODING THE HUMAN GENOME.
Nutrition Genome was created to transcribe and translate a person's ancestral and nutritional knowledge to the modern world through their DNA. They believe that where you are from is just as important as where you are going. They asked us to help them with the complete rebranding of NG, along with an improved packaging design system and collateral.
Along with the team we created a new clean logo, fresh colour palette and a system of icons, typeface implementations and applied a new way of thinking about their packaging. A/B testing showed that their users were struggling which steps to follow when opening the older kit and did not even read the manual. Some didn't register their code number or did not send back their sample. For that reason we invented a numbering system (1 to 6) on the front of each item avoiding confusion and being self-explanatory.