Founded by Dr. Chad Walding and Chris Clark, NativePath emerged from a shared vision to help people return to natural health and vitality. After eight years in business, the company had grown into one of the most trusted collagen and supplement brands online—but their packaging and brand identity hadn’t evolved with them.
Despite their marketing acumen, the founders recognized gaps in their brand foundation. They needed clarity on their mission, positioning, and audience, along with a unified design system to support a growing product line. The goals were ambitious:
- Define their brand mission, brand positioning, and brand pillars that would eventually guide all messaging and communications.
- Refresh the brand identity for packaging, website, Amazon, and social media, to align with their evolving identity.
- Clarify their audience—primarily health-conscious adults 55+—and tailor messaging for each channel.
- Create a scalable packaging system for frequent product launches conveying both the functional benefits and ingredients alongside the emotional journey of returning to vibrant health.
A Brand Built to Scale
The rebrand of NativePath shifted the packaging identity from purely functional to lifestyle-driven.
By simplifying the label and aligning it with their tagline, “Get on The Path. Stay on The Path,” the path is now a unifying visual and narrative across packaging, social content, and direct marketing.
This refreshed packaging system set the tone for the entire product line, enabling scalability as the company expanded from 12 to 24 products within three years.
The team grew from a fast-moving direct marketing business into a cohesive lifestyle platform growing from $20 million to $100 million in revenue.
Most importantly, the new brand system gave every team a clear compass from creative to marketing.
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