The New Vitruvian Standard for Supplements
Brand Strategy & Positioning
Brand Naming
Visual Identity
Packaging
Website Design
Content Strategy
Social Media Launch
Photography & Video
Creative Direction
"What if wellness didn't feel like another thing on your to-do list?" That's the question that kept Jennifer Emplit up at night. After a decade of watching clients struggle with supplement overwhelm, Jen had enough. She wanted to create something that felt as natural as your morning coffee but with purpose behind every sip. So Tend Supplements was born: just three formulas that actually do what they promise, without the noise.
We fell in love with Jen's vision immediately. Working together felt less like a client relationship and more like co-conspirators plotting to bring sanity back to wellness. Our team built a brand that can breathes on the supplements aisle. This is the story of how Tend Supplements was born.
TEND
CAPABILITIES
Photography + Video
Content Strategy
Campaigns
Packaging Design
Print Collateral
Strategy + Insights
Brand Identity
Website Design
Website Development
Art + Creative Direction
Tend Supplements was the recipient of the international C2A award for the 2025 Brand Identity & Branding category
SEE AWARD >>>
The supplement world was a mess of pseudoscience, overcomplicated jargon, and unrealistic promises. We knew Tend needed to cut through that noise without adding to it. Our approach? We stripped everything back to its essence and rebuilt with intention. Every word, color, and shape had to earn its place in this design system.
To position Tend as a trusted alternative in a crowded, overhyped supplement market, we developed a strategy that fused symbolism, science, and storytelling. Every decision, from packaging to content, was designed to strip away confusion and replace it with proportion, harmony, and trust.
Finding the Heart of the Brand
Over countless cups of tea (and sometimes something stronger), we dug into what made Jen tick. Her frustration with the industry was personal. She'd watched friends waste money on supplements they didn't understand and didn't need. She had spent thousands herself trying to find products that would actually work. At its heart, Jen sought to create an antidote to the confusion surrounding supplements. That desire became our North Star.
OUR STRATEGIC APPROACH
We began by immersing ourselves in her vision: a supplement brand that makes wellness feel natural. In workshops and competitor analysis, we uncovered a key opportunity to own supplements that are simple, effective, and positioned with authority. This strategy set the tone for a brand that speaks to consumers looking for both transparency and results.
We began by immersing ourselves in her vision: a supplement brand that makes wellness feel natural. In workshops and competitor analysis, we uncovered a key opportunity to own supplements that are simple, effective, and positioned with authority. This strategy set the tone for a brand that speaks to consumers looking for both transparency and results.
We weren't saying the Vitruvian Man needed an update, but... okay, that's exactly what we were saying. Our design system reimagined this classic symbol of balance as the Vitruvian (Wo)Man—a perfect metaphor for what Tend stands for: harmony that's both timeless and thoroughly modern. The typography felt authoritative but approachable, like that professor you actually wanted to grab coffee with after class.
Inspired by Leonardo da Vinci's Vitruvian Man—reimagined as the Vitruvian (Wo)Man—we built a design system anchored in balance, proportion, and inclusivity. The brand identity was stripped back yet striking, with typography, iconography, and layouts echoing the simplicity of the formulas. The voice of the brand was clear, confident, and approachable—helping demystify supplements without losing authority.
E-commerce sites can feel cold, like digital vending machines. But buying wellness products is intimate. You're choosing something to put in your body, after all. Our Shopify build balanced efficiency with warmth. The photography captured real moments, not staged perfection. The copy sounded like how Jen actually speaks to her customers. This site made you feel like you were in good hands.
We developed a Shopify site that paired clean, modern design with an intentional user journey. Beyond commerce, the site told a story—inviting visitors to understand the formulas, connect with Jen's expertise, and feel confident in their purchase. Educational touchpoints, streamlined navigation, and editorial photography all contributed to a digital experience that was both functional and inspiring.
The packaging system was designed to stand out on a shelf without relying on loud graphics or fleeting trends. By embracing restraint, clarity, and proportion, the bottles embodied the formulas themselves—simple, effective, and impossible to overlook. This design approach ensured that Tend conveyed credibility and aesthetic appeal at first glance.
Walking down any supplement aisle, you're assaulted by neon colors and wild claims. We went the other way. Tend's bottles used negative space like a power move. They stood out precisely because they were calm in a sea of chaos. The minimal design served as a genuine promise of transparency. Our clear approach meant we had nothing to hide from our customers.
Some founders are best kept behind the scenes. Not Jen. Her passion, expertise, and genuine warmth were too valuable to hide. We built a content strategy that put her voice front and center—through videos where she explained complex topics without talking down to anyone, and storytelling that connected her journey to the problems Tend solves. In a world of faceless wellness brands, Jen's authenticity became Tend's secret weapon.
Letting Jen's Voice Lead
Our content strategy positioned Jen not only as a founder, but as a thought leader in the wellness space. We leaned into cinematic photography and video to build brand credibility, while weaving in founder-led storytelling to establish trust. Social campaigns highlighted Tend's minimal formulas through lifestyle storytelling and influencer collaborations, bridging the gap between aspirational branding and everyday use.
Tend's launch wasn't about flashy stunts or inflated promises. We created genuine connections with wellness advocates who shared Jen's philosophy. The unboxing experience felt like receiving a gift from a thoughtful friend. And we leveraged Jen's existing community at Eucalyptus Wellness Bar not as marketing targets, but as the first members of a growing movement. The result wasn't just sales—it was the beginning of a community that finally felt seen in the overwhelming wellness world.
