Welly Brand Refresh


Making first aid the irresistibly easy choice at shelf.
As Welly evolved from a disruptive startup into a growing wellness brand, its packaging needed to work harder. This refresh rebalanced play and performance, creating a more scalable brand system that improved clarity, strengthened shelf presence, and reinforced the premium quality behind the product.




Welly had built strong equity around playful tins, joyful patterns, and a design-led approach to first aid. But as the brand expanded from kid-first into whole-family care, consumer and shelf studies revealed an opportunity to make the packaging work harder. The brand was getting attention for cuteness, but not always enough credit for quality, function, or product clarity.

The refresh centered on a simple challenge: bring the fun and the function into better balance. In a fast-moving pharmacy-adjacent aisle, shoppers needed to understand what the product was, why it was worth the premium, and how to navigate the portfolio quickly. The strategy looked at the shelf from 10 feet, 5 feet, and 2 feet: increase brand recognition from a distance, improve shopability up close, and clearly communicate value once the product was in hand.

I led the creative direction and final brand execution for the refreshed system, building from strategic input, consumer testing, and AI packaging studies. We enlarged and unified the Welly logo treatment to create stronger shelf presence, introduced a consistent angled product reveal on front-of-pack, and redesigned hierarchy across tins, cartons, kits, refills, and future formats. The system brought more clarity to product type, count, material, pattern assortment, and sublines while still protecting the playful, expressive quality that makes Welly distinct.

On back-of-pack, we replaced cluttered messaging with a more organized, useful system, including technical bandage illustrations, clearer product tables, and more intentional claims hierarchy. The result is a packaging system built to be more visible, more navigable, and more credible, helping Welly show up as both joyful and highly functional.

This project matters because it reflects the next stage of Welly’s growth: moving beyond playful disruption into a more mature, ownable brand system that can scale. It proves that fun and function do not need to compete. When designed well, they can work together to make the choice easier, clearer, and more emotionally compelling.