Wellness that earns
its place.

A brand strategy and identity system for the supplement company that refuses to overpromise. Boring by design. Effective by nature.

Brand Strategy Visual Identity Packaging Design Digital Presence
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02 — Brand Strategy

The Insight

The wellness industry profits from your anxiety. The cure isn't another miracle supplement. It's a supplement so boring that it lets you stop worrying and start living.

— Brand Thesis

Brand Voice

Boring Health speaks like a knowledgeable friend who happens to have a science background. Direct, self-aware, never preachy. The voice strips away wellness jargon and replaces it with clarity.

Do
"A supplement that works. That's it. That's the ad."
Don't
"Transform your wellness journey today!"
Do
"Vitamin D. 2,000 IU. Because you probably don't get enough sun."
Don't
"Unlock the power of the sun with our revolutionary formula!"
Do
"Ashwagandha. 600mg. It helps with stress. That's literally it."
Don't
"Ancient Ayurvedic superfood that will change your life forever!"
Do
"We won't promise to change your life. We might improve your Tuesday."
Don't
"Join the wellness revolution and become your best self!"
03 — Visual Identity

The Mark

Boring Health Logo

Boring Health Logomark

An olive-green circle containing the brand name in a retro groovy serif. The roundness communicates approachability; the muted palette signals maturity. It says: we're not trying to grab your attention. We're earning your trust.

Color Palette

Olive
#4F5F3A
Warm Cream
#EDE3D1
Warm Sand
#C4A882
Ocean Blue
#2B6B8A

Typography

Display — Instrument Serif
Wellness that earns its place.
Body — Inter
The supplement industry is worth $150 billion. Most of it is noise. We built Boring Health for the people who just want something that works.
Technical — JetBrains Mono
60 capsules · $38/month · vitamin d3 2000iu · ashwagandha 600mg
04 — Product

The Product

Boring
Health
Daily Supplement
Apigenin · Lion's Mane
Rhodiola Rosea
Clinically Studied
Probiotic Complex
60 Capsules · Dietary Supplement

Boring Health

Daily Supplement
Emotional Balance
Restful Sleep
Mental Clarity
Steady Energy
  • Apigenin
  • Lion's Mane Mushroom Extract
  • Rhodiola Rosea
  • Clinically Studied Probiotic Complex
60 capsules · Dietary Supplement · $38/month
05 — Social & Content

The Presence

Boring Health is a social-first brand. Awareness, education, and sales all flow through content. This section defines how every post, story, and reel feels—so the feed becomes the storefront.

Instagram Feed Aesthetic

@boringhealth — Visual Rhythm Preview

Quote
Your supplement doesn't need a personality.
Product
Daily Supplement
Education
600mg Ashwagandha
Clinical dose
Lifestyle
☕ Coffee. Capsule.
That's the routine.
Testimonial
"I stopped noticing it. That's the best compliment I can give a supplement." ★★★★★
Quote
Boring is the new breakthrough.
Education
70% of supplements
are underdosed
Product
60 Capsules
Lifestyle
🌱 No 17-step protocol.
Just one capsule.

Feed Style Guide

Visual rules for a cohesive grid

Color Rotation Pattern

Olive
Cream
Ocean
Ivory
Olive
Cream

Grid rhythm: Quote → Product → Education → Lifestyle (repeating)

Always

  • Flat lay, minimal props, natural light
  • Generous negative space in every frame
  • Instrument Serif for headlines in posts
  • Inter for body text and captions
  • Muted earth tones, desaturated warmth
  • One focal point per image

Never

  • Neon colors or saturated gradients
  • Busy backgrounds or visual clutter
  • Exclamation marks in captions
  • Before/after transformation photos
  • Stock photos of people laughing at salads
  • Emoji-heavy captions or clickbait text

Content Pillars

What we talk about and why

Educate
40%
40%
Science-backed ingredient breakdowns, clinical study highlights, myth-busting content
Relate
25%
25%
Morning routines, "boring" lifestyle humor, slice-of-life moments that resonate
Product
20%
20%
Ingredient close-ups, unboxings, packaging details, flat-lay photography
Community
15%
15%
Customer stories, Q&As, polls, user-generated content reposts

Platform Strategy

Where we show up and how

◈
Instagram
Primary Channel
The visual home of Boring Health. Feed grid, Stories, and Reels build aesthetic authority and drive product awareness. Every post reinforces the anti-hype identity.
4–5x / week Aesthetic + Education Feed & Stories
♫
TikTok
Growth Engine
Short-form content that debunks wellness myths and calls out industry BS. Conversational tone, fast cuts, text overlays. The "boring" angle is inherently viral.
3x / week Virality + Awareness Short-Form Video
✉
Email
Retention Loop
Welcome series, abandoned cart recovery, and monthly digest. Every email reflects the brand voice: no urgency, no pushy CTAs, just useful content and a quiet nudge.
Automated Flows Conversion + Loyalty Monthly Digest
❐
Pinterest
SEO & Discovery
Long-tail search play. Infographics, ingredient spotlights, and "boring wellness" aesthetic boards. Pins have a long shelf life and drive passive discovery.
5x / week Discovery + SEO Infographics

Sample Captions

How the brand voice sounds in the feed

01
Your supplement doesn't need a personality. It needs clinical doses of things that actually work.
Educational
02
Monday morning. Coffee. Boring Health capsule. That's the whole routine. No 17-step protocol.
Relatable
03
Ashwagandha: 600mg. Peer-reviewed. Not influencer-reviewed.
Product

Hashtag Strategy

Consistent tags for discoverability

Primary — Brand
#BoringHealth #NoHypeJustResults
Category — Industry
#EvidenceBasedWellness #ClinicalDoses #SupplementScience
Community — Culture
#BoringIsBetter #QuietWellness #JustTakeThePill
06 — Digital Presence

The Experience

boringhealth.com
BH Boring Health
Products Science About Cart (0)

Wellness that earns its place.

Supplements backed by evidence, stripped of hype. Just what works.

Shop Products
BH

Boring Health Supplement

60 capsules · $38/mo

Email Marketing

07 — Roadmap

The Plan

Weeks 1–2
Finalize Brand & Secure Domain
Lock brand guidelines, register boringhealth.com, set up brand asset library and team access.
Weeks 2–3
Packaging & Label Design
Finalize packaging artwork, send to printer for proofs. Complete FDA-compliant supplement facts panel.
Weeks 3–4
Shopify Store Development
Build and launch Shopify storefront with subscription flows, product pages, and checkout optimization.
Weeks 4–5
Content Library & Email Flows
Create launch content calendar, build email automations (welcome, abandoned cart, post-purchase).
Week 6
Soft Launch
Go live with a controlled soft launch to early supporters. Monitor analytics, gather feedback, iterate.

Year 1 Targets

0%
Brand Recall
0+
NPS Score
0%
Repeat Purchase
$0M
Revenue
08 — Deliverables

The Documents

Full Brand Book

50 Pages
The comprehensive brand guide covering strategy, visual identity, voice and tone, photography direction, packaging specifications, digital guidelines, and application examples.
View Brand Book

Executive Brief

15 Pages
A condensed version of the brand guide designed for quick stakeholder review. Covers the essentials: positioning, palette, typography, voice, and key applications.
View Executive Brief
09 — Feedback

Change Requests

Have feedback on any section? Let us know below and we'll address it in the next revision. We value your input at every stage.