ZOE
ZOE committed to making science feel personal. With a rebrand to help transform the lives of millions.
Through at-home testing, personalised food scores and expert advice, ZOE’s nutrition programme is proven to help people feel healthier in weeks. At its launch in April 2022, it already had a waiting list of 250,000.
But the ambition was always much bigger. To transform the lives of millions, ZOE needed a brand that could handle more products, for more people, in more places.
Overview
The partnership
A full rebrand and packaging system to help scale the impact of ZOE’s science in the US & UK.
Define
In an industry still dominated by fad diets and quick fixes, ZOE is the opposite. It delivers personalised facts, showing members how to eat based on their unique biology. But to connect with an audience fed up with broken promises, it wasn’t enough for ZOE’s science to feel credible. It needed to feel personal.
Create
Personalised science gets personal. While the precision of the design language grounds the brand in science, the overall tone is warm and inclusive. From the distinctive yellow to the emotive headlines, this is an identity to capture hearts as well as minds.
Verbal identity
The crisp precision of the science is softened through language and typography that emphasises the personal.
Digital design system
Data is fundamental to the ZOE experience. The design system combines clarity with warmth and is built to scale.
Commit
Making the brand real was a collaboration. We focussed on the packaging system, while ZOE’s in-house team brought the identity system to life across the website and digital product.
Packaging
The unboxing experience turns a potentially daunting process into something intuitive and elegant. We worked with ZOE to create the packaging for the at-home-test kit and a distinctive Continuous Glucose Monitor patch.
The different reality
The launch of the rebrand in the US and UK was swiftly followed by a $30.7 million series B investment at a reported $250 million valuation. Meanwhile the in-house team embraced the brand system, launching a series of new products across a range of channels, including retail for the first time.
Making it personal
Change takes bravery. Thank you to Sharon, Kosta, George, Jonathan, Philip and the whole ZOE team for your conviction and collaboration.
With their proven track record of helping brands challenge the status quo, Ragged Edge were exactly who we needed to help us change the way people think about their food and health. What they have created not only demonstrates the scientific rigour behind the programme, but also how it empowers people, allowing them to see how it can transform their lives.