SmartyPants Vitamins began in a garage in Venice, CA when the founders discovered they couldn’t find gummy vitamins for their kids that had quality and taste without compromise. In late 2020, the company was acquired by Unilever’s Health & Wellbeing Collective, which prompted a packaging and brand redesign. I was brought in to lead the 16-month project—spanning all consumer touchpoints including 150+ SKUs—utilizing SmartyPants’ internal creative team as well as various agencies and freelancers.
