Simplimins was created to challenge the supplement industry’s reliance on exaggerated claims, complicated wellness trends, and marketing hype. Built on the belief that wellness should be simple, effective, and entertaining, the brand combines high-quality ingredients with a refreshingly honest point of view.

I led the development of the brand from the ground up, overseeing brand strategy, positioning, visual identity, packaging, tone of voice, e-commerce development, and launch creative. The goal was to create a challenger brand capable of standing apart in a crowded category by embracing transparency, humor, and simplicity.

The project involved defining the brand’s strategic foundation, developing its distinctive personality, creating messaging frameworks, designing packaging, and establishing a visual identity system that felt approachable, modern, and culturally relevant. A significant focus was placed on building a tone of voice that could entertain consumers while maintaining credibility and trust.

I was responsible for agency vetting and management, creative direction, copy development, website strategy, and overseeing the creation of launch content across Shopify, Amazon, email marketing, and social media. This included leading the creative direction and production of the brand’s inaugural photo and video shoot, developing creative concepts, managing production partners, directing talent, and establishing the visual language used across all consumer-facing channels.

The result was the successful launch of a differentiated supplement brand with a clear market position, a distinctive voice, and a scalable foundation designed to support future growth, content development, and product expansion.