Copyright © 2022 All rights reserved by Manon Wilkins
Client Name
New Chapter
Project Types
Branding
New Chapter Branding
Rebrand objective:
Refresh the brand to elevate premium perception, and better communicate the balance of nature-powered ingredients and scientific credibility, helping New Chapter stand out in an increasingly crowded natural supplements category while staying true to its heritage.
Brand Look & Feel
A warm, nature-rooted and premium look that blends organic botanical elements with clean, modern science-led design to feel trustworthy, holistic, and gently uplifting.
Brand Archetype
Caregiver + Naturalist
Logo Concept:
A heritage serif wordmark with a subtle botanical mark and calming premium color creates a trustworthy, nature-meets-science identity built for longevity and shelf recognition.
Color palette: A dominant calming purple supported by soft lavender neutrals and deep botanical greens/blues delivers a premium, trustworthy wellness feel rooted in nature and holistic care.
Font: A refined serif headline paired with a clean, readable secondary typeface creates a balance of heritage credibility and modern clarity, reinforcing a nature-meets-science positioning.
Textures
Organic macro textures—leaf veins, natural wood grain, and soft mineral gradients—create a grounded, sensory backdrop that reinforces the brand’s connection to nature, authenticity, and calm premium wellness.
Photography Esthetic
A warm, nature-rooted and premium look that blends organic botanical elements with clean, modern science-led design to feel trustworthy, holistic, and gently uplifting.
Brand Look & Feel
A warm, nature-rooted and premium look that blends organic botanical elements with clean, modern science-led design to feel trustworthy, holistic, and gently uplifting.
Web Design
In 2024, New Chapter migrated to the Shopify platform, introducing an updated website design aligned with the refreshed visual direction and improved e-commerce experience. The new digital system translates the brand’s warm, nature-rooted and premium identity into a clearer, more modern interface that balances botanical storytelling with science-led credibility.
eBlast
The eBlast visual direction uses clean layouts, botanical textures, and the brand’s calming green and purple palette to create warm, educational emails that feel premium, approachable, and rooted in nature.
Social Media
Transforming nature’s 4 billion years of wisdom into vitamins & supplements masterfully crafted to work with your body.
#WisdomOfNature
