Transcend Therapeutics was a clinical looking, pharmaceutical company that sold wholesale C-60 (an extremely potent antioxidant) B2B. The initial product offering was positively received by consumers for symptom relief; however, consuming C-60 is only one piece of the equation on the path to a healthier, more vibrant life.

The founder of Transcend therapeutics recently experienced their own holistic health transformation and wanted to share their journey and learnings with their community to have a more meaningful and long-lasting impact on their lives.

Strategy

In addition to a name change, I saw an opportunity to partner Papilio’s products with mindfulness, movement, and lifestyle practices to further enhance effectiveness.

Brand

I started by creating a new logo, which paid homage to the old butterfly logo and set the tone for the new minimalist look. A name change was also in order. I decided to extend the butterfly metaphor and conceived the name Papilio. Papilio – Latin for butterfly – is symbolic of the metamorphosis of human consciousness. The transformation of the butterfly represents the customer’s journey with Papilio. Just as the caterpillar has no idea that one day it will fly, so to do customers experience remarkable transformations through Papilio’s selection of natural products.

I then incorporated a studied mix of pale golden yellow and warm black to create contrast and evoke a sense of visual balance, then juxtaposed this against a selection of muted colors which are used to differentiate product offerings. The color palette direction is natural and calming. Once the brand identity was established, I translated this into new product labels and packaging.

To promote the new ethos of the brand, I also produced a series of brochures to educate customers, and introduce ways to partner Papilio’s products with mindfulness, movement, and lifestyle practices to further enhance effectiveness. These brochures were mass produced and shipped to the customer with each purchase.

Brand

Inspired by Papilio’s products, the new brand is pure and organic. Customers experience a sense of calm when engaging with the experience the brand, catalyzing their inner transformation long before Papilio’s products arrive at their doorstep.

As a result of developing the brand into a holistic health and wellness community, Papilio is now able to connect directly with their customers in a meaningful way. Papilio can now truly guide its customers on a transformative journey to raise their vibration and embrace personal metamorphosis. Perfectly aligning with their brand mission.

To complete the rebrand, I also designed a new website, and established social media guidelines and photography art direction.

Art Direction

The Papilio brand utilizes an iridescence motif which ties the optimistic, dreamlike aesthetic of the brand together. A happy accident – while interacting with a Papilio dropper bottle filled with product, I dropped it, causing it to shatter and spill on the ground. Staring down at the mess I had created; I immediately noticed a beautiful iridescent reflection from the oil and envisioned it as an overlay for brand posters.

The overlay is used in conjunction with ephemeral imagery and optimistic taglines to intrigue the viewer. It is symbolic of the transient nature of transformation. Butterflies emerge from their cocoons bringing their beauty and grace to the world, living their short lives before repeating the cycle all over.

Nature is a constant display of life, death, resurrection, transformation, and rebirth in various forms. As Papilio customer experience their own spiritual transformation, they too will experience moments of life, death, and resurrection on their journey.