Redbone Nutrition Rebrand & Web Redesign
Project Type: Brand development,
UI/UX Design, Packaging
Roles: Creative Director, Graphic Designer
Programs: Illustrator, Figma
Timeline: 2 months
I am the creative director and graphic designer for the re-brand and web development of the pet supplement company, Redbone Nutrition. Along with the new brand identity and corresponding packaging, there is a completely new user interface focused on a seamless user experience.
The Process
My main objective was to simplify the user flow and make everything visually cohesive and simple. The original website had a lot of distracting elements, so I wanted to streamline the focus and make the user experience as intuitive as possible. The main issue with the previous website was navigation and lack of follow through from customers. The traffic to the website was high, but as soon as the user would click on the site, they would leave without purchasing anything. In the redesign, I prioritized photography and minimal elements. The main priority was creating a user interface that was easily navigable and digestable. I wanted every element from the type to the color to re-emphasize the new tone and message of the brand. Learn more about the re-brand and new implemented elements in the brand guideline below.
Packaging
The goal with the redesign of the packaging was to convey the quality and caliber of these products in a visual way. Prior to the redesign, the product packaging felt like it didn’t represent the product well nor did it match the tone that the target audience would want. Additionally, because the website was visually changing, the products needed to match in order to create one cohesive image across all of the branded deliverables.
There are three objectives: calming (relax), joint health (play), and overall health (longevity) each with 3 flavors. There are three categories of product: oils, multivitamin chews, and topicals (shampoos).
Redesigned Labels
This is an example of the oil label for longevity in the chicken flavor. The original packaging was missing the mark in several ways. Primarily, they lacked visual hierarchy, their color scheme and type treatment were harsh for the desired look. So, along with matching the brand’s redesign, I wanted to streamline the flow of information and simplify the overall appereance.
Website Wireframe
This is an example of a finalized desktop wireframe for the new website. I focused on the aesthetic lifestyle photography and simple elements UI elements to make the navigating process as seamless as possible. Something important to the cohesion of the new brand identity was carrying the colors over across all brand assets including the website, packaging, and logo, products, etc. Additionally, information about the UI elements in the new site and type treatments, buttons, etc can be found in the brand guideline. The important detail is that every element is intentional and consistent.
