I led the foundational branding and web efforts that helped scale Simply Nootropics from a niche startup to a $30M+ multi-category brand

The objective for Simply Nootropics was to establish a premium market position while prioritizing consumer education. Given the emerging nature of the nootropics category in New Zealand, I designed a high-fidelity user experience focused on clarity and trust. My goal was to demystify the product for new customers through an informative, guided journey that converted curiosity into confidence and sales.

For the website and social content, I wanted to lean into the brand’s natural roots. I led the creative direction to highlight raw ingredients and total transparency, using hero imagery that shows exactly what goes into each bottle. By pairing those visuals with clear info on where the ingredients come from, I was able to answer customers' questions upfront and make the decision to buy much easier.

I led the branding and creative direction, focusing on a premium, 'less is more' aesthetic. I designed a conceptual logo and a minimalist packaging system that cuts through the usual supplement clutter. By prioritizing only the most essential information, I was able to create a brand identity that’s both high-end and instantly recognizable.

I focused on keeping the packaging clean and high-end while finding ways to keep manufacturing costs down. To add extra value, I designed custom inserts that educate new customers on how to use the products, while also creating a natural touchpoint for upselling and building long-term loyalty.