Brand Identity And Packaging For Andie
Why did Andie brand supplements like a chic character, not a product?
Date of Birth collaborated with Andie to create a bold and confident brand identity for a new wellness and beauty supplement line. The design personifies Andie as a chic, empowering character, combining handwritten typography and scrapbook-inspired visuals to evoke intimacy and attitude. The result is a distinctive brand world that feels personal, playful, and unapologetically self-assured.
Insights
- The standout move is the bold red campaign direction: a hot, sexy model in red tights and black heels used to showcase the supplements, paired with the direct phrase “glow gummies” — positioning wellness like attitude-driven fashion rather than clinical beauty.
- Date of Birth built the identity by personifying Andie as a chic, empowering character, creating a brand “world” with personality instead of a neutral supplement aesthetic.
- Handwritten typography is a core design decision, pushing intimacy and self-assuredness (it feels like a note from a confident friend, not a lab label).
- Scrapbook-inspired visuals add playful, personal texture—mixing femininity with boldness to avoid the typical minimalist, sterile beauty-supplement category look.
