Ritual is a direct-to-consumer supplement company that redefined the vitamin category through transparency, traceability, and efficacy. I first worked with founder Kat Schneider in the company’s earliest phase of funding, then built brand from 0 to 100 across identity, packaging, tone of voice, web, art direction, social strategy, and fundraising materials. As Ritual grew, I joined as Creative Director to help scale the brand, strengthen the customer journey, and lead key creative initiatives through its next stage of growth.
Built to be bold and unmistakable. The strategy centered on making the product the hero and to be transparent and instantly recognizable. From the iconic clear capsule and color-coded formulas to a distinctive visual language, every touchpoint was designed to reinforce trust and memorability at scale. The result is a brand that feels as considered as the product itself, standing out on shelf, online, and in culture.
The color palette is rooted in the act of a ritual or routine, and is defined by a sunny, warm yellow for morning and a deep navy for nighttime and complimented by a type system equally informed by duality.
