ZOE, the science and nutrition company, is on a mission to improve the health of millions by helping people make smarter food choices. Already well-known for their personalised nutrition guidance & technically advanced at-home tests with distinctive yellow branding, such as their connected skin patches, as sported by Dragon’s Den investor, Steven Bartlett. ZOE are now spreading their message to a larger audience with the launch of their first own-brand product, Daily30+, a wholefood, plant-based supplement.

Daily30+’s blend of over 30 selected plants was formulated by ZOE scientists to set a new standard for the supplements category. Clinically proven to improve health, it challenges the status quo of synthetic micronutrients, that are presented as ‘healthy’ but are often lacking any hard evidence. ZOE came to Butterfly Cannon for a brand design that clearly positioned Daily30+ in the world of supplements, while highlighting its cutting-edge science.

We created a new brand lockup, bringing ZOE together with ‘Science + Nutrition’, to reinforce the name already used in ZOE’s chart-topping podcast. The new brand mark is balanced with the Daily30+ wordmark and product information, all held within a keyline grid system that creates re-assurance and trust by visually echoing scientific test sheets. This is softened by the joyful yellow panel: its one rounded corner echoes the ‘e’ of ZOE.

Our ‘Smart Notations’ design idea amplifies the science behind Daily30+, bringing credibility and differentiation to the category, while emphasising that it’s made from real, wholefood ingredients and vs other supplements, can be found in the fresh food aisle.

With absolutely nothing to hide, the 30+ wholefood ingredients are heroed and combined with the ‘+’ symbol from the Daily30+ wordmark to become a graphical device around the pack. Hero ingredients, such as the Lion’s Mane mushroom are picked out using different typographic treatments and tints of ink, against a glossy dark silver pack that visually communicates the scientific nature of the brand in a progressive way and dials up the difficult to access plants included inside. On the back of pack, the tagline ‘your new healthy habit’ runs along the tear strip as a discoverable detail, adding engagement at the point of opening.

We adapted and rolled out the designs across three different formats. Monthly packs are now available on zoe.com, with weekly and single serve sachets available in the fresh and food to go aisles at Waitrose and Waitrose.com. Further collaborations between ZOE and Butterfly Cannon are already in the pipeline.

ZOE Daily30+…add a scoop of ZOE science to your plate.