There’s no shortage of supplement companies and generically branded vitamins out there – but Onnit is going beyond supplements. With Primal kettlebells shaped like Gorilla heads and UFC partnerships, their culture and their formulations take nutrition a step further. At almost every touchpoint their brand connects with the idea of optimizing your best self – it connects with being a badass.

Not every consumer has a black belt in Brazilian Jiu Jitsu - but seeing elite athletes pursue their best, in turn inspires others to pursue their best. Along with this aspirational desire, is a desire to trust a brand. The supplement space can be confusing, intimidating, and even misleading. People want a leader who’s all in.

Onnit’s culture connected to being elite throughout – it was fitting to bring consistency to their supplement line as well. We used black across all product SKUs and bold type to exude strength on every package – all to the end of resonating with people who fight (hard) to be their best. Balancing strength with trust was critical. Foil stamping the logo and raised gloss treatment evoke trust in the brand, and intricate botanical imagery on uncoated natural paper communicates the product’s use of earth grown nutrients.