Year
2026
Client
The Functional
Category
E-Commerce / Wellness
Product Duration
6 - 8 Weeks
A new wellness brand entering a saturated market needed to stand out without making noise. The Functional is ingredient-led and science-backed — the identity had to earn the same confidence. Premium without being cold. Structured without being rigid.
Built on restraint. A typographic wordmark with custom modified letterforms, a monochrome core palette, and a collection colour system that gives each product its own identity while keeping the overall system cohesive. No trend. No ornament. Just clarity.
A full product packaging system across the capsule range and electrolyte sachets. Each SKU colour-coded by collection, led by function. Everything designed to feel like part of something bigger — not a shelf of isolated products.
Comprehensive brand guidelines covering every touchpoint — typography, colour, logo usage, iconography, backgrounds, tone of voice and digital application. A system built to scale as the brand and product range grows.
