Jamieson Back to School
Jamieson Essentials
The "Essentials" lineup needed to break into the competitive sports nutrition market with a new protein powder. The goal was to stand out from clinical-looking competitors and appeal to an active, high-energy audience while maintaining brand recognition.
I developed an energetic visual language featuring vibrant, swirling greens and dynamic ingredient "surfing" compositions to convey movement. To maximize the large-format real estate of the tub, I integrated illustrated recipes and custom iconography. I then scaled this system across a multi-channel campaign, including sample pouches and retail displays.
The new visual identity successfully bridged the gap between the core brand and the sports category. The inclusion of on-package recipes led to a high social media engagement rate, with users frequently sharing the "pro-tips" from the back of the tub.
Jamieson Beauty Line
Jamieson sought to disrupt the traditional supplement aisle by launching a premium beauty line designed to live in the high-end cosmetic sections of retailers like Sephora or Shoppers Drug Mart. The challenge was to pivot the brand’s "trusted health" heritage into a sophisticated, luxury aesthetic that could compete with established skincare brands.
I designed a minimalist, high-end packaging system that prioritized tactile experience. By utilizing a Soft Touch coating for a velvety hand-feel and silver foil accents for visual depth, I elevated the brand’s premium positioning. I then managed the rollout across multiple new SKUs and engineered high-impact in-store displays tailored for the "Food, Drug, and Mass" (FDM) retail landscape.
The design successfully secured "out-of-section" placement in major cosmetic departments, effectively reaching a new consumer demographic. The cohesive visual system allowed for a seamless expansion of the SKU lineup, maintaining brand premiumization across diverse retail environments.
Jamieson Concept Testing
Jamieson + Vitamin Angels
To launch the first major Canadian partnership between the non-profit Vitamin Angels and Jamieson Vitamins, the campaign needed to bridge two distinct brand identities. The goal was to communicate a dire global health crisis – micronutrient deficiency – in a way that felt urgent yet hopeful and aligned with a retail environment.
I developed a comprehensive omni-channel toolkit designed to educate both retailers and consumers. This included creating a professional PowerPoint system and sell sheets to secure retail buy-in, as well as on-pack communications and in-store displays that translated complex health data into digestible, high-impact visuals. I also extended the campaign digitally through a series of website banners and social posts to drive national awareness.
My design system provided the visual framework for a program that successfully reached its goal of supporting 500,000 children in need. The cohesive rollout across print and digital touchpoints ensured a unified message, contributing to the successful launch of Vitamin Angels within the Canadian market.
