Identity
A complete brand system was developed for It’s Magnesium, positioning the product as a functional performance tool rather than a conventional wellness supplement. The strategy focused on clarity, utility and specific outcomes — sleep, focus, recovery and energy — avoiding the visual and verbal clichés commonly associated with the category.
The identity was built around the idea of “fashion × tool”: performance-focused products executed with the precision and restraint of a contemporary design brand. The result is a structured visual language designed to feel considered, tactile and commercially clear without relying on exaggerated wellness aesthetics.
The system spans logo design, typography, packaging, colour architecture, photography direction and digital content. Colour is used functionally to distinguish product variants, while typography and layout follow strict hierarchy rules to maintain consistency across packaging, social content and campaigns.
Packaging was developed as a scalable system built around sachet formats, strong vertical typography and immediate product recognition. The wider identity extends into content, advertising and email systems, creating a cohesive framework across every customer touchpoint rather than isolated assets.
Alongside the visual identity, modular content and marketing structures were developed to support long-term scalability. This included social systems, paid advertising frameworks, email layouts and production guidelines designed to maintain consistency across fast-moving digital output.