Vitaprana is a Swedish supplement brand rooted in holistic health, offering high-quality products without unnecessary additives. Following a recent repositioning, the brand needed a visual expression that could reflect its new direction in digital communication, campaigns, and content. We were tasked to evolve the existing visual identity based on the current logotype and packaging design, and to create a complete visual framework including color palette, typography, and brand guidelines. 

The result is a coherent and practical design toolkit that ensures consistency across every touchpoint. The new identity builds on Vitaprana’s strategic position as a brand that unites transparent, science-driven formulations with a holistic focus on women’s health, expressed through a visual world with cultural and emotional edge. 

The extended color palette introduces natural warmth, balancing energizing tones with calm, harmonious hues. Together they create a soft contrast to the colder product colors, reinforcing credibility and connection to sustainable choices without relying on traditional “green” cues. 

Typography and graphic elements follow the same principle: editorial yet modern, with rhythm and clarity that enhance both information and inspiration.  

The result is a visual identity that feels confident, authentic, and vivid – strengthening Vitaprana’s position as a brand for modern women seeking not just products, but direction, recognition, and a place to belong.