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Website and branding by Imaginaire

Brand identity and ecommerce website for online vitamin subscription company, Optml

The challenge

Creating a fresh brand identity package and e-commerce website launch

Optml offer a nutritional supplement on a monthly subscription that helps people have more energy and get better quality sleep. They needed help for the full design lifecycle.

We were asked to produce brand guidelines, packaging designs, a full user flow for the eventual website and then to design and build the ecommerce system to support their business. We wanted to create a brand that helped customers feel relaxed and calm to match the ethos of Optml.

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  • Design a clean and simple brand identity which includes the full lifecycle of the design process
  • Design and build an e-commerce website
  • Implement a monthly subscription service for customers

The strategy

How we helped startup, Optml, make a splash in the world of vitamins

For the initial brand identity, we wanted to create a crisp, clear logo mark, so we opted for a simple text logo. The colour scheme needed to match what Optml was trying to create for its customers, a relaxed yet energised life. For this reason, we chose a pastel purple colour as their primary brand colour, alongside a vibrant green.

As well as the initial design work to bring the brand to life, we were asked to build an ecommerce store that would make it as easy as possible for new customers to sign up for a monthly subscription, and also make it as easy to cancel as possible — they wanted to make it clear that customers could cancel whenever they wanted and without having to call up or anything like that.

The website was also to make the benefits of optml super clear across the homepage, product page and all paid media landing pages.


  • Packaging and branding for a luxurym unboxing experience
  • Develop a user friendly e-commerce platform
  • Marketing strategies to help with SEO
  • Supporting content and PR strategies

A simple marketing strategy to support website growth

With the brand up and running and a full functioning e-commerce site in place, we also created and implemented a simple marketing strategy to help push the website in terms of SEO and content. These strategies included a monthly, regular blog covering health and wellbeing topics, PR call outs and responses, backlinks and influencer marketing.


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