Formuland
Formuland
Formuland
Oct 2025 - Present
Oct 2025 - Present
Oct 2025 - Present
Brand strategy · Retail identity · Customer journeys
Brand strategy · Retail identity · Customer journeys
Brand strategy · Retail identity · Customer journeys
01 Identity •
01 Identity •
01 Identity •
02 Experience
02 Experience
02 Experience
03 Growth
03 Growth
03 Growth
FORMULAND / IDENTITY
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FORMULAND / IDENTITY
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FORMULAND / IDENTITY
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CHAPTER 01 / IDENTITY
CHAPTER 01 / IDENTITY
A family brand
with a point of view.
A family brand
with a point of view.
A family brand
with a point of view.
Giving a trusted formula retailer a clearer identity of its own.
Giving a trusted formula retailer a clearer identity of its own.
Giving a trusted formula retailer a clearer identity of its own.
MY ROLE
MY ROLE
Brand strategy · Visual identity · Ecommerce creative
Brand strategy · Visual identity · Ecommerce creative
Make the retailer recognizable.
Make the retailer recognizable.
Make the retailer recognizable.
Formuland brings infant formula and baby-care products to families in the United States. Its assortment already carried strong product brands. My work focused on giving the retailer an equally clear voice, so customers could recognize Formuland itself as a source of guidance and care.
Formuland brings infant formula and baby-care products to families in the United States. Its assortment already carried strong product brands. My work focused on giving the retailer an equally clear voice, so customers could recognize Formuland itself as a source of guidance and care.
Formuland brings infant formula and baby-care products to families in the United States. Its assortment already carried strong product brands. My work focused on giving the retailer an equally clear voice, so customers could recognize Formuland itself as a source of guidance and care.
Build consistency around trust.
Build consistency around trust.
Build consistency around trust.
I developed a premium family-brand direction, refined the visual system around Château Green, and established rules for how the palette should behave. I carried that direction into ecommerce hierarchy, product communication and partner-facing creative, bringing separate touchpoints into a more coherent brand experience.
I developed a premium family-brand direction, refined the visual system around Château Green, and established rules for how the palette should behave. I carried that direction into ecommerce hierarchy, product communication and partner-facing creative, bringing separate touchpoints into a more coherent brand experience.
I developed a premium family-brand direction, refined the visual system around Château Green, and established rules for how the palette should behave. I carried that direction into ecommerce hierarchy, product communication and partner-facing creative, bringing separate touchpoints into a more coherent brand experience.
An identity people can use.
An identity people can use.
An identity people can use.
The work connected visual design with practical communication: botanical illustration, a clearer Formula Quiz results experience, and editorial guidance for content. The identity became a foundation for customer education and collaborations, with a consistent point of view across channels.
The work connected visual design with practical communication: botanical illustration, a clearer Formula Quiz results experience, and editorial guidance for content. The identity became a foundation for customer education and collaborations, with a consistent point of view across channels.
The work connected visual design with practical communication: botanical illustration, a clearer Formula Quiz results experience, and editorial guidance for content. The identity became a foundation for customer education and collaborations, with a consistent point of view across channels.
BEFORE / AFTER BRAND COMPARISON
BEFORE / AFTER BRAND COMPARISON
PALETTE, TYPE AND BOTANICAL ILLUSTRATION
PALETTE, TYPE AND BOTANICAL ILLUSTRATION
OUTCOME / LEARNING
A retailer needs its own recognizable identity, even when it sells other brands.
A retailer needs its own recognizable identity, even when it sells other brands.
A retailer needs its own recognizable identity, even when it sells other brands.
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