Centrum Age Defy

The Challenge

Centrum’s core consumer base is aging out of the brand, while younger consumers do not see the current offerings as relevant to their evolving wellness and beauty priorities.

The Strategy

Create a beauty-focused multivitamin platform designed to meet the proactive needs of a younger audience as they begin to think about healthy aging. Lead with high-interest ingredients—including high-potency antioxidants, resveratrol, and NAD+—to make benefits feel specific, modern, and meaningful.

Evolve the visual expression within Centrum’s existing brand system to feel more contemporary and beauty-forward, while reinforcing the authority of the Centrum brand, built to make a complex supplement proposition feel easier to understand, easier to shop, and more emotionally relevant.

The Impact

Identified a younger wellness opportunity and translated it into a modern supplement platform within an existing trusted brand system that offers easier shopper navigation.

My Role- Innovation Design Strategy, Younger Consumer Positioning, Benefit and Claims Architecture, Packaging Development, Wellness and Beauty Visual Direction, Agency Direction, Ecommerce Assets and Launch Toolkit Development.

Output- Packaging, Reusable Templates, Ecommerce assets, Design Guidelines, Launch Toolkit.