Strategy and supplement branding for &Mind

Launching a DTC Supplement Brand

Partnering with MarketPlace, Lighthouse launched &Mind, a premium AM/PM supplement duo built to inspire confidence through evidence, empathy, and design. Deliverables included brand positioning, naming, visual identity, packaging design, and custom photography, all culminating in a Shopify storefront to drive D2C growth for the brand.

We were tasked with launching &Mind into the crowded, credibility‑challenged supplement market with a clear point of differentiation. With a complex, science-backed formula as the foundation, we built a focused and accessible brand strategy that led to a premium brand that balances empathy, scientific rigor, and everyday usability.

MarketPlace used a design‑thinking approach to align Lighthouse Health’s business goals with consumer insights, shaping the positioning for a premium AM/PM brain‑health supplement duo. The resulting brand speaks to wellness‑minded consumers who value cognitive care but want clearer guidance they can trust.

Supplement Brand Naming

With a clearly defined positioning and audience, MarketPlace initiated a thoughtful supplement naming process, leading to the creation of &Mind, a name grounded in clarity, intention, and meaning. We started by exploring hundreds of creative directions and ‘brandcrumbs,’ eventually narrowing the possibilities down to the most impactful options. By vetting our top choices for everything from trademark availability to how they sound when spoken aloud, we landed on a solution that is as strategically sound as it is memorable.

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The Conscious Pursuit of a Better Mind

WHAT IT STANDS FOR

When it comes to our health, our body is often our focus. Where does that leave our minds? For the seekers, the thinkers, the curious — &Mind is your solace. 

With AM and PM formulas, &Mind is an easy daily dose of mental focus, restoration, and longevity. Designed with a blend of clinically backed, nutraceutical-grade ingredients, &Mind is the simple addition to your whole health. 

Where science meets wisdom. Where clarity is pursued. Where body and mind align, there is &Mind.

Supplement Packaging Design

Building on the strategy foundation, our creative team brought the brand to life visually. Through intentional logo development and cohesive label design, &Mind communicates trust and sophistication with bold, clean lines and a welcoming aesthetic. Always intentional about shopability in the digital space, we designed for screen-first legibility and highlighted the most compelling product benefits on the PDP to drive clarity, confidence, and conversion. The &Mind visual system balances approachability and warmth with a grounded, science-backed credibility—so the brand feels accessible yet authoritative in its efficacy.

Launch Assets & Shopify Website Strategy

To support a successful launch, MarketPlace developed a comprehensive set of branded assets, including custom photography, sample sachet packaging, and a templated Shopify website. The website was designed with a conversion-focused structure and flexible framework, allowing for future growth while maintaining brand consistency. Thoughtful UX design and clear content hierarchy ensured an intuitive shopping experience aligned with the overall brand positioning. The website’s design excellence was honored with a win in the 62nd GDUSA Design Awards, the organization’s flagship end-of-year best-of-year competition.