Luis Gutiérrez

Care/of

Head of product Design • 2024

inclusive

Elevated

modern

consistent

A broader opportunity

Care/of’s personalized vitamin experience had built strong recognition, but the brand was starting to feel inconsistent and leaned heavily female. Data showed meaningful untapped demand from men.

The goal was to modernize the experience, broaden appeal, and help the brand stand out in a crowded wellness market.

Care/of product display with a personalized vitamin pack, smartphone, glass of water, and supplement box on a white surface.

Evolving an identity

I partnered closely with the Creative team to bring a refreshed identity into the digital experience.

I led updates to color, typography, photography, and UI patterns, then used workshops to align teams around a direction that respected what people already loved while moving the brand forward.

Tablet screen displaying Care/of website's health goals section, featuring categories like energy, stress, skin, and digestion, with a man drinking water.

Tablet screen displaying the Care/of website shop section with product categories for vitamin packs, vitamin bottles, powders, and merchandise.

Hand holding a smartphone showing the Care/of interface with various vitamin bottles and supplement options.

Tablet screen displaying Care/of website statistics with high customer satisfaction percentages and images of people using Care/of products.

Bringing it to life

We applied the new system across the full customer journey, from homepage to checkout.

Inclusive imagery and a more consistent visual language created a more polished and approachable experience that strengthened perception and connected more meaningfully with a

broader audience.

Inclusive imagery and a more consistent visual language created a more polished and approachable experience that strengthened perception and connected more meaningfully with a

broader audience.