FREE WILL
VISUAL IDENTITY DESIGN / LOGO DESIGN / ILLUSTRATION / PACKAGING DESIGN / ART DIRECTION / COPYWRITINGFree Will is a supplement / lifestyle brand built to fuel the pursuits that matter most. I designed the visual identity to evoke the euphoria of hitting flow state and the calm confidence that you can take on whatever life throws at you.
Challenge
Positioned in the wellness space, Free Will’s founder was looking for an illustrative, eye-catching visual identity to differentiate the product from more performance-focused fitness supplements.
The product would have to quickly read both on a shelf and on socials as being designed for boosting energy, mood, and concentration in everyday activities, and less on chasing PR’s in the gym.
HERO ILLUSTRATION
Beginning with graphite sketches, the overall composition, environment, figure, and pose were carefully refined and revised to find the perfectly distilled, singular image to communicate the brand’s unique promise: A one-of-one formulation supplement that provides lasting energy, calm focus, and the feeling you can conquer any challenge.
The style of the hero illustration established the look and feel, and informed the development of the rest of the visual identity including colors, typography, and iconography.
LOGO SUITE
In tandem with the hero illustration, I designed the Free Will wordmark to maximize legibility and shelf impact. It serves as a sturdy, grounding companion to the whimsical illustration style, and conveys a fun, approachable CPG product.
The delivered logo suite includes variations of this wordmark, and many colorful variations of the custom F logomark for easy application across brand extensions and merch.
PACKAGING DESIGN
The final packaging design for Free Will’s Peak Performance Blend maximizes shelf impact. Along with the instantly recognizable hero illustration and wordmark, it features an illustrated flavor badge, a column dedicated to product benefits, FDA compliant dosing and nutrition labeling, and a banner listing the 8 supplement ingredients.
BRAND CONCEPT
With the approved hero illustration depicting the brand’s mascot “Will” soaring high above the Earth, the brand concept of Free Will being “Fuel For Dreamers” emerged.
This lent itself to the continued development of other brand assets like cloud illustrations, star fields, sky gradients, and compositions with depth and atmosphere. These elements co-communicate the brand concept without using the hero illustration in every application.
