When Care/of launched, its visuals were grounded in friendliness, approachability and convenience. As our brand evolved and our understanding of Lexi deepened, we shifted our focus toward a clearer purpose: making it simpler to thrive and helping her see results. The supplements market had also become much more crowded than it was six years earlier. How could Care/of stand out?

As such, we revisited our brand identity to better support our evolving brand strategy, create greater differentiation in an increasingly crowded market, and build a more recognizable, scalable, and consistent brand.