Interview about Nutrili Supplements Branding, winner of the A' Packaging Design Award 2023
Tasty supplements, undeniable benefits. Nutrili is all about bringing high quality, natural and sustainable supplements. Backed by science, products are certified vegan, have only natural flavors and colors. Ocean-diverted pure recycled plastic is used for jars. The brand designer was commissioned for the creating the visual brand identity and packaging designs for the brand in 2022. The products were launched in 2022 December. New products are on the way.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe balance between a young, colorful aesthetic and a clean, minimalist approach was key in making Nutrili feel both effective and approachable. The design avoids clutter while embracing vibrant hues and gradients that reflect the natural ingredients. By keeping the packaging structured yet playful, we ensured it would resonate with a health-conscious yet style-aware audience.
Sustainability was a core value from the start, and using ocean-diverted recycled plastic reinforced Nutrili’s commitment to responsible consumption. This influenced the design by inspiring a balance between transparency (both visually and ethically) and modern aesthetics. The clean, functional look reflects the purity of the ingredients, while the minimal yet bold layout keeps the focus on what matters—sustainability without compromise.
The wave and star symbols were designed to communicate both nourishment and transformation. The waves represent fluidity, absorption, and the natural elements in the supplements, while the stars symbolize radiance and vitality—the visible benefits of using the product. These symbols are framed by a drop, which is the shape of the gummies - hero products of the brand. This subtle yet meaningful iconography reinforces the idea that Nutrili enhances wellness from the inside out.
Designing for both Arabic and English within limited label space required a careful approach to hierarchy and typography. The layout was structured to ensure readability in both languages without overwhelming the design. Arabic and English were given equal importance, with typographic choices that balanced legibility and aesthetics. Alignments and spacing were meticulously adjusted to maintain a clean, functional look while preserving the brand’s modern and approachable feel. The result was a seamless bilingual design that communicated effectively to a diverse audience.
The decision to use gradients was driven by the need to attract UAE customers, who are accustomed to vibrant and busy packaging, while still maintaining a clean and modern aesthetic. Instead of using overly complex visuals, we introduced subtle gradients to bring energy and differentiation to each product without overwhelming the design. This approach created a balance—ensuring the packaging stood out on shelves while keeping the brand minimal, premium, and functional. The gradients add depth and personality, making the products visually appealing without compromising clarity.
The creative process involved exploring a wide range of directions (divergence) before refining the strongest concept (convergence). We started with various interpretations of ‘clean yet vibrant,’ testing different iconography, color palettes, and typography styles before narrowing it down to the drop symbol and structured a modern layout. This method allowed us to develop the strongest design option to balance clarity, playfulness, and effectiveness.
Online visibility was a key consideration in the design. The bold typography and direct communication of benefits ensure that the packaging remains legible even at small sizes on digital platforms. Minimalism also played a role—by avoiding excessive details, the design stands out in an e-commerce environment where quick recognition is essential.
Scientific credibility was established through clean, structured typography and a no-nonsense approach to labeling. The balance came from using vibrant yet sophisticated colors, friendly but modern typefaces, and a packaging style that communicates effectiveness without looking overly clinical. This made the brand feel both trustworthy and inviting.
The drop symbol evolved from a simple form inspired by the shape of the gummies. As the concept developed, it gained deeper meaning, incorporating waves and stars to reinforce the idea of nourishment and wellness. This adaptable icon became a core part of the brand identity, representing both product form and the transformative power of nutrients.
Nutrili sets an example for how supplement branding can blend sustainability with modern, engaging design. The use of recycled materials, clean yet playful aesthetics, and strong visual storytelling could inspire future supplement brands to move away from sterile, pharmaceutical-style packaging toward something more vibrant and consumer-friendly—all while maintaining credibility.
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