Reprise
Reprise is a health and wellness brand that distills Traditional Chinese Medicine into convenient, flavorful gummies. While their DTC packaging resonated online, it wasn’t communicating effectively in retail. Shoppers were mistaking the product for tea, and the functional benefits of the herbal ingredients weren’t immediately clear.
The challenge was to translate a niche, culturally rooted wellness product into something intuitive, vibrant, and shelf-ready, without alienating the brand’s loyal DTC customers.
Creative Challenge
Solution
We approached the redesign as a clarity-driven refresh, keeping Reprise’s visual identity intact while optimizing the hierarchy of information to make the product’s purpose unmistakable.
Bold, juicy background colors were used to reflect the Asian-inspired fruity flavors, creating visual differentiation and shelf impact. Custom illustrations, inspired by Chinese papercut art, visually communicate the herbal ingredients and their functional benefits, making the product story accessible at a glance.
From competitive audit to pouch size, substrate, and finish selection, every detail was considered to ensure the packaging works hard for the brand in retail, conveying both flavor and function while honoring Reprise’s heritage and loyal consumer base.
Packaging Design Refresh
Illustration
Portfolio Architecture
As an AAPI founded brand, this was an opportunity to leverage the founders story and really highlight the authenticity of Reprise. We took this opportunity to show personal photos of the founders and their grandmas– who were their inspiration for bringing Traditional Chinese Medicine to modern consumers in an accessible way.
The new packaging design had it's big reveal at Expo West! It was very well received. It was a journey from initial concept sketches all the way to proofs and samples. We were very proud of the final outcome and the accolades it garnered. Apolo Ohno stopped by to show support at the booth as well!
In addition to their single herb line of gummies, Reprise also has a line of herbal blends. In order to solve for this new line and keep the visual language, we decided to leverage color as a navigation tool. The colors code to the herb blends, while providing a place to highlight the functional benefit. This creates a visual distinction between the two lines, while still creating a sense of cohesion which will help consumers navigate on shelf.
“Anna was instrumental in making Reprise Health’s packaging retail-ready. She goes beyond just design—she studies competitive shelf sets to ensure products stand out in a crowded market. Her keen eye for detail and deep understanding of consumer behavior helped us create packaging that is both visually striking and highly functional.
From branding to structural considerations, Anna covered every aspect needed for retail success. She transformed our vision into a design that not only looks great but also communicates our brand story effectively. If you need a designer who blends creativity with strategic thinking, Anna is the one to work with.”
Kai Lim
Founder of Reprise Health
