“Design is more than a logo. Design is strategy made visible. This is my experience working with Mythic Proportions. Their approach to brand expression is not based on aesthetics alone but on the core of what a brand means and its role in the world. It's been a privilege to learn from their highly strategic point of view on visual design. Their ability to work seamlessly across disciplines, while also challenging us all to think differently, is simply magical.”
- VP Group Account Director, MullenLowe Group
In 2019 Vitamin Shoppe launched a customizable vitamin service to cater to a new generation of millennial shoppers.
We started by leading the client through several workshops to develop a business and brand strategy, personality, name, identity, look, feel and tone of voice.
We aligned on a drive and personality of quirky self-expression. only me seeks to empower for the every(wo)man. This manifested in key messaging, packaging and digital presence that spoke to the key benefit of customized and individualized wellness supplements.
The logo was designed to be as quirky and unique as you are.
One size does not fit all.
We started with Century Old Style, a serif typeface designed by American designer Morris Fuller Benton in 1906. It has a large x-height and is known for its readability.
It is also a prime example of the time period and values of the Arts and Crafts movement, a reaction against industrialization. It has lovely turn-of-the-century, humanist forms (being made by the human hand). The Arts & Crafts movement was full of intentional efforts to maximize human dignity and individualism contrasted with the rise of the machine age.
A diamond in the rough.
We accentuated the calligraphic quality of the letter forms, customizing the letters ball terminals to mimic a calligraphic pen nib. These can be best seen in the ‘y’ and the period. The diamond period is our reminder; we are all on a journey of refinement.
Quirky and slightly askew.
We angled the ‘e’ and the ‘o’ balanced at -16º giving it that quirky and human characteristic that is unique amongst a sea of new brands. Look for pill capsule shape hidden in the counter of the ‘o.’
Deliverables
Brand Strategy & Personality
Tone, Look & Feel
Brand Name
Creative Direction
Art Direction
Key Visuals
Photography Direction
Messaging
Copywriting
Brand Book
Packaging
Design
Special Thanks To:
Mullen Lowe Profero
Agency
Crystal Todd
Account Director
Corey Price
Senior Designer
Rob Collins
Strategist
Tara Nelson
Copywriter
Andrew Bouchie
Web Design Creative Director