Versalie Pack Redesign
Brand Architecture · Visual Strategy · Creative Direction · Visual Systems · Packaging · Production Oversight
From clinical confusion to confident clarity. Reimagining a menopause brand for the digital shelf
The Challenge
WHAT WASN’T WORKING
Versalie's packaging read as cold and medicinal. It failed formal testing. The design didn't reflect the brand's warmth or evolved voice.
Amazon launch was imminent. But the packaging wouldn't perform on a digital-first shelf.
The Core Issues
Packaging felt clinical, not approachable
Graphics lacked impact for thumbnail views
SKU navigation was confusing
No scalable system architecture
Misaligned with brand tone of voice
The Solution
STRATEGIC INTENT
Feel Modern
Transform from clinical to confident and approachable
Perform Digitally
Win at thumbnail size on Amazon's competitive shelf
Scale Smartly
Build a flexible system that supports SKU expansion
STRATEGIC PROCESS
01. Brand Strategy + Architecture
Defined system logic: what's core, what varies, what stays consistent
Established navigation principles and SKU relationships
02. Visual Hierarchy for Scanability
Built a navigation-first layout optimized for thumbnail performance
Prioritized clarity and quick comprehension at small sizes
03. Design Direction + Concept Iteration
Led concept development across multiple creative routes
Aligned stakeholders and refined through strategic testing
04. System Integration + Toolkit
Systemized the SKU family with templates and guardrails
Ensured future launches maintain cohesion and brand consistency
MY ROLL AS DESIGN LEAD
Strategic Direction
Interpreted and refined the brief
Aligned scope, budget, and timing
Defined conceptual direction
Led competitive audits
Creative Execution
Directed freelancers and partners
Oversaw print trials
Managed color accuracy
Guided system development
Production Excellence
Led legal collaboration
Managed final delivery
Ensured production readiness
Coordinated cross-functional teams
The Impact
The redesign reframed Versalie from clinical to confident. It clarified navigation, elevated shelf presence, and created a system built to scale
FROM COLD TO CONFIDENT
Versalie shifted from clinical and intimidating to approachable and empowering. The new system makes the category easier to navigate. It builds trust through clarity, warmth, and consistent hierarchy.
5+
SKUs systemized
One framework applied across formats with a unified hierarchy
1
Unified Design System
Consistent architecture across the full line for faster recognition
1
Clear Brand Voice
Cleaner benefit structure. Easier to find, easier to trust
IMPACT (PROJECTED)
$7M projected Year 1 NTS, with a modeled path to $34M by Year 4
Margin structure built to meet internal profitability hurdles, including a 60% standard GP target
Launch-ready program in production. Canceled prior to market launch due to financing constraints
*Projections reflect validated internal commercial and portfolio modeling. Program canceled prior to market launch.
DESIGN-LED PERFORMANCE DRIVERS
Digital Shelf Performance
Built for Amazon-first behavior, with thumbnail readability and fast benefit scanning
Unified hierarchy across formats to reduce friction and increase confidence
Shelf Differentiation
Stronger color strategy and brand block for premium presence in a crowded set
Clear family resemblance across the line to improve recognition
Improved Scanability
Simplified information architecture for faster comprehension
Clearer benefit prioritization to support trust-sensitive shopping
Project Team
Head of Brand Development · US Marketing Team · US Design Team · CBI · Marketing PM · Production · Packaging Engineering · Legal/Regulatory
Collaborators
Freelance designers · Comp house · Print + prepress vendors · Consumer research/testing partners (qual + quant)