NEXT STEP

The Vitamin Shoppe partnered with Dragon Rouge to develop a new private label brand targeting women at all stages of their fitness journey. As a senior designer, I built a visual system that demystifies the category and empowers self-guided shopping through clear, intuitive communication.

• Helped create a four-step brand architecture organized by product types and experience levels, guiding users from accessories to nutrition.

• Designed bold, benefit-led “I want” statements to drive clarity and product relevance at shelf.

• Developed a flexible design system that balances approachability with energy to resonate across a broad customer base.

The design system was successfully implemented at launch, helping The Vitamin Shoppe introduce a clear, approachable brand that resonated with a broad spectrum of female consumers and supported confident, goal-oriented shopping.