HEALTH & WELLNESS | GUMMY SUPPLEMENTS
Proxy Wellness
CONTRIBUTIONS
Brand Strategy
Brand Identity
Packaging Design
Digital Design
Brand Collateral
ROLE
Art Director
Designer
Proxy Wellness is normalizing mental health for wildly better well-being.
My role consisted of helping build and launch the PROXY brand, with the goal of connecting with Gen Z consumers looking for mental wellness solutions.
By creating a strong brand identity through strategic branding and packaging design, I brought the brand to life across digital platforms including the website and social media. I also designed brand collateral like a PR box, merch, stickers and more.
BRAND STRATEGY & POSITIONING
The strategy was to reach Gen Z of all genders, looking for connection and resources to support them with mental wellness, by opening up the conversation about mental health with zero judgement.
Proxy normalizes mental health, making it more edgy, authentic and relatable helping the audience feel heard, while challenging the traditional supplement category’s norms.
DESIGN CONCEPT & DIRECTION
The art direction for Proxy represents, “Unapologetic Activism,” a wildly outspoken, yet relatable personality.
Leading with green, the official color of Mental Health Awareness, the European pharmaceutical cross conveys Proxy's commitment to mental health while challenging outdated solutions for mental wellness.
Inspiration was drawn from caution tape, symbolizing PROXY's unforgiving approach to challenging societal norms. A nod to Xanax, the #1 prescribed anxiety medication in the US, its minimal aesthetic and type style appeal to the casual, no frills preference of Gen Z.
With neons and black bringing edginess to the supplement category, a balanced lift of friendliness through smileys connects more directly with consumers and how they're feeling.
