Trust before persuasion
Ingredient transparency and real reviews arrive before any discount close.
EDITORIAL WELLNESS / POSITIONING
The goal was to create a landing page for a supplement brand that reads as calm, not clinical. Two formulas: Focus for daytime clarity, Calm for evening balance. The tone sits between the category's two defaults — pharmacy-clinical and gym-loud. The answer was editorial wellness.
Two formulas, one decision
Focus and Calm solve different problems at different hours; the bundle is the easy third answer.
Recognizable at thumbnail size
Color does the identifying work before the wordmark is readable.
INSPIRATION
Where the mood started
Reference moodboard exploring calm, editorial wellness branding — soft neutral backgrounds, natural textures, serif headlines.
TYPOGRAPHY
Type Pairing: Fraunces & Sora
Fraunces gives headlines an editorial, reassuring voice; Sora keeps body copy, labels, and controls crisp and highly legible.
BRAND COLORS
Color palette
Deep plum and near-black build trust, while vivid purple, orange, gold, lavender, pale lilac, and near-white make color the brand's fastest signal.
WIREFRAMES
Responsive from the start
Desktop and mobile structure mapped side by side, so the responsive layout was planned from the start.
FULL PAGE WALKTHROUGH
Pacing the scroll
Alternating light and dark section bands pace the scroll, separating education, products, proof, and conversion without breaking the calm rhythm.
MOBILE
One clear path at 390px
At 390px, the hero stays compact, benefit cards run vertically, and Buy Now stays fixed in the top bar.
COMPONENT STATES
Default, hover, active
A compact component library keeps calls to action, product cards, and benefit cards consistent across every state.
FOCUS + CALM
Focus and Calm bundled with shared packaging language and color-coded labeling.