Refreshing Chosen Vitamins

Visual identity redesign for
an American vitamin startup.

Company name

Chosen Vitamins

Agency / Year

In House / 2014


Strategy and Concept, Brand Design, Packaging, UX /UI and Visual Design

In order to succeed, the visual identity of the product needed to be distinguishable from its competitors while representing a more modern and arresting brand. Contemporary, energetic brands are still lacking significantly within the American vitamin market, undeniably giving Chosen Vitamins a leg up on the competition.

The graphic concept employed in the visual identity was developed mainly for the new packaging design, which is certainly the initial and main point of customer contact with the brand. To stand out, the packaging design utilizes vibrant, eye-catching colors and geometric shapes, facilitating immediate recognition at the point-of-sale as well as creating a visual component that can be expanded into any area where the brand is present.


With the thorough packaging redesign, the Chosen Vitamins line was able to drastically improve the perceived quality and value of products by consumers. This particular visual concept appeals to an active faction of society, and implies a more active lifestyle based upon the vitality and liveliness of the design. The goal is to attract those who are health conscious regardless of age, and the difference in product branding dynamism is apparent when compared to other vitamin companies.

The new visual identity of Chosen Vitamins is made even more apparent across the entirety of the product website, creating a strong and recognizable brand image. The customer will be able to identify all varying product lines through a combination of the vibrant colors and design elements the company employs. Moreover, during the implementation of new and improved packaging, the marketing materials and sales of Chosen Vitamins have been adapted to differing, applicable languages on both the website and throughout various social channels.


To make the product redesign even more attractive to online consumers, the site additionally applies dynamic features to assist in extremely user-friendly site navigation. Consumers are targeted by age, sex, and personal preference based on comprehensive data collected regarding other, similar products. In addition to visual changes within the website, an established and effective presence in social media is very important. In order to successfully establish the brand in numerous social media platforms, several different approaches have been implemented.

The visual strategy helped to create a strong and distinguishable brand, a packaging that stands in front of the consumers and a new product concept, focused on feeling better about life, being more active and energized every single day. The Chosen Vitamins project was selected to the 2015 Brazilian Biennial of Graphic Design, named Merit Winner in 2015 HOW In-House Design Awards and featured on Dieline website, definitely one of the greatest sources for package design & branding inspiration.


Arthur Garciolli (Designer Assistant), (Web Developer), Bernardo Nogueira (Photographer), Shutterstock (Stock Images), Fabíola da Silva (Athlete)

Awards & Mentions
2015 Brazilian Biennial of Graphic Design
Merit Winner - 2015 HOW In-House Design Awards
Featured on Dieline website

I’m always open for new opportunities. If you enjoyed my work let’s get in touch. Send me a hello here!

All content and images are property of Cezar Bianchi and related companies. These may only be used, copied or distributed with the express permission.



Contact me

Send me a hello here!

All content © Cezar Bianchi 2021 unless otherwise noted. 

Staff Visual Designer @ Motorola

Chicago, IL