Most brands sell skincare you apply. We built a brand for skincare you eat.

When I led the creative direction and rebrand for Advanced Nutrition Programme, the brief wasn’t to make it “look nicer”. It was to finally express what the product actually is: skin health from the inside out.

The biggest shift for us was realising we weren’t designing packaging for a product — we were designing a behaviour. We weren’t asking people to buy a supplement. We were asking them to rethink what skincare even means.

In a category as saturated as wellness, that distinction matters. People don’t need more products. They need clearer ideas they can build habits around.

So instead of another soft, minimal wellness brand, we leaned into a more confident, almost pharmaceutical aesthetic — bold, graphic, and credible — but with enough warmth to still feel human and desirable.

Two pills. One heart. A simple symbol for science + care working together.

The result is a brand that doesn’t shout, but stands out. Not “beauty vitamins”. Not “supplements for skin”.

Just skincare you eat.

And I think that’s where a lot of branding is heading. Less surface-level beauty. More systemic wellbeing. Less designing objects. More designing behaviours.

Because the real design challenge today isn’t attention — it’s habit.

So… do you eat your skincare yet?