A Better Shot
The redesign that started the rebrand.
A Better Shot
A Better Shot
Industry
Functional CPG
Functional CPG
ROLE
Creative Direction Packaging Design Packaging Strategy Production Management Vendor Relationship
Creative Direction Packaging Design Packaging Strategy Production Management Vendor Relationship
Deliverables
Packaging System Print Production Retail-Ready Design System Proofing & Vendor Coordination
Packaging System Print Production Retail-Ready Design System Proofing & Vendor Coordination
The Setup
Kicker
Too Much Label
Too Much Label
Not Enough Clarity
Too Much Label
Not Enough Clarity
The bottle was small. The message was not. Depending on the SKU, the front label carried between 23 and 27 words on a bottle that stood just 3.25 inches tall, with a front-facing label area just under 2 inches wide. That is a lot of talking for a tiny wellness shot. The old packaging was crowded, repetitive, and trying to explain too much at once. The benefits were there, but they were buried under copy, claims, and a design system that did not feel as modern or credible as the product needed to be. For a wellness shot, the shelf read had to be instant: what it does, why it matters, and why someone should grab it. The old label made people work too hard.
The bottle was small. The message was not. Depending on the SKU, the front label carried between 23 and 27 words on a bottle that stood just 3.25 inches tall, with a front-facing label area just under 2 inches wide. That is a lot of talking for a tiny wellness shot. The old packaging was crowded, repetitive, and trying to explain too much at once. The benefits were there, but they were buried under copy, claims, and a design system that did not feel as modern or credible as the product needed to be. For a wellness shot, the shelf read had to be instant: what it does, why it matters, and why someone should grab it. The old label made people work too hard.
The System
Kicker
Benefit First
Benefit First
Then Everything Else
Benefit First
Then Everything Else
The redesign started with one simple question: What does this product do for people? From there, the label got disciplined. The front-of-bottle message was cut down to 12 words, giving the benefit room to lead and forcing everything else to earn its place. Color became more useful. Hierarchy became sharper. The wing element became more intentional. And the full system started to feel less like a crowded label and more like a brand with a point of view. The work did not just clean up the bottle. It gave Vivazen a clearer way to explain itself.
The redesign started with one simple question: What does this product do for people? From there, the label got disciplined. The front-of-bottle message was cut down to 12 words, giving the benefit room to lead and forcing everything else to earn its place. Color became more useful. Hierarchy became sharper. The wing element became more intentional. And the full system started to feel less like a crowded label and more like a brand with a point of view. The work did not just clean up the bottle. It gave Vivazen a clearer way to explain itself.
The Result
Kicker
Less Noise
Less Noise
More Sales
Less Noise
More Sales
The final system made Vivazen easier to understand, easier to shop, and easier to believe in. The bottle still felt like Vivazen, but the read was cleaner. The benefits were clearer. The shelf presence was brighter. And the brand had a packaging system that could finally carry the next version of the company. The redesign also performed. Retail sales increased across key test markets, including a 185% lift in average weekly sales across Austin, Houston, and Kansas City. DTC moved too, with total gross revenue up and shot subscriptions increasing 86%. Turns out clarity does more than look good.
The final system made Vivazen easier to understand, easier to shop, and easier to believe in. The bottle still felt like Vivazen, but the read was cleaner. The benefits were clearer. The shelf presence was brighter. And the brand had a packaging system that could finally carry the next version of the company. The redesign also performed. Retail sales increased across key test markets, including a 185% lift in average weekly sales across Austin, Houston, and Kansas City. DTC moved too, with total gross revenue up and shot subscriptions increasing 86%. Turns out clarity does more than look good.