Florax
CPG | Health & Wellness
Creative Director
2024

Florax

Florax, a Brazilian pharmaceutical company, approached us with the goal of launching their liquid probiotic in the U.S. market. With a unique once-a-week, portable formula, Florax needed a brand strategy that would break away from the overly clinical probiotic category and connect with a new audience—primarily Gen X women with families. They sought a fresh, lifestyle-focused approach that communicated ease, flexibility, and innovation while standing out in a competitive space.

Team

Lizzie Watkins
Michelle Reyes
Brenna McPeek
Julie McPeek

Strategy
Identity
Packaging
Illustration
Marketing
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A Good Gut Feeling

Our solution began with a comprehensive branding strategy that redefined Florax as a lifestyle brand built on freedom and convenience. Moving beyond clinical messaging, 
we positioned Florax as a product that integrates seamlessly into busy, modern lives. 
The design featured vibrant, approachable packaging that was both eye-catching and informative at a glance. To create deeper emotional connections, we developed six unique illustrated characters—relatable, diverse figures that allowed consumers to see themselves reflected in the product. This was paired with quippy, conversational messaging that highlighted innovation, efficacy, and simplicity while maintaining an entertaining and accessible tone of voice.

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Building Character

At the heart of the visual identity were six unique illustrated characters, each designed to be approachable and relatable, helping consumers see themselves in the product. These characters depicted people on the go, paired with playful X-ray visuals of happy, thriving guts to convey Florax’s core benefit in a lighthearted and engaging way. The use of bright, vibrant colors not only helped Florax stand out on shelves but also aligned emotionally with the brand’s strategy, evoking positivity, energy, and adaptability. Together, these elements worked to balance lifestyle appeal with scientific credibility, creating a brand that resonated deeply with its core audience.

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