Case study
Ando: packaging a supplement brand for shelf and screen
Ando entered a supplement category defined by visual noise. The founders had strong product confidence but needed packaging and brand architecture that worked in three-second shelf decisions and digital thumbnails.
The mandate was clear: launch retail-ready with a system that could scale from initial SKUs into future line extensions without redesign churn.
The situation
Ando was pre-launch with formula and manufacturing in place, but no identity, packaging, or digital system. Timeline pressure required simultaneous strategic clarity and production realism.
Competitive research showed visual sameness: either clinical austerity or playful maximalism. Neither matched Ando's intended positioning.
The strategic approach
Core insight: Ando's audience had already decided to buy supplements. They were not looking for education; they were looking for confidence and fit within daily life.
We positioned Ando as a lifestyle supplement brand: clear, premium, and countertop-appropriate rather than pharmacy-coded.
The identity system
The system prioritizes hierarchy and readability. Brand first, benefit second, flavor third, and support information elsewhere.
SKU color assignments were designed for line scalability. The front panel intentionally avoids claim clutter so the package reads instantly from distance and remains clear in digital commerce.
Production constraints were considered from the first round to avoid redesign at manufacturer handoff.
The rollout
Deliverables included identity system, primary and secondary packaging for launch SKUs, e-commerce photography direction, Amazon A+ layouts, DTC landing, and social templates.
All files were production-tested with the manufacturer before final sign-off.
The outcome
Ando launched with coherent shelf and digital presence. The system has since supported additional SKU expansion through controlled extensions rather than structural redesign.
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