Dr. Tennant’s

Dr. Tennant’s was a well-established brand in the holistic wellness industry, but its sales channel relied heavily on direct sales and recommendations from doctors and healthcare professionals who promoted the products directly to their clients.

Dr. Tennant, the longtime face of the brand, was retiring and the new management was looking for a way to refresh the packaging and visual identity to appeal to a younger audience that relies less on doctor recommendations and more on online retail and e-commerce experience.

To reach this younger audience, we knew we would have to modernize and clean up the brand image. The prior packaging included a large-format photo of Dr. Tennant himself, and we decided to remove it and simplify the color palette to brighten and streamline the brand feel.

Since Dr. Tennant’s background and medical accomplishments were so integral to the brand, it was important to keep the clinical foundations of the brand as prominent as possible. We accomplished this through the crisp blue and white palette and clean yet traditional serif typography, inspired by cobalt blue glass and a modern take on the apothecary concept. We also developed a new iconic T logomark reminiscent of medical institutions and a minimalist visual identity that combines the clinical, holistic and premium-priced facets of the product line.