Client: Nestlé Puravida · Supplement line
Nestlé Puravida (Nestlé Health Science): the packaging architecture of the supplement line and the restructuring of the entire portfolio to meet the new 2023 rules of ANVISA (Brazil's health regulator).
In short
Nestlé Puravida sold dozens of supplements that had reached the shelf one at a time, each launch with its own logic: in the pharmacy and online, two products from the same brand could look like different brands. I gave the line an architecture, with two families, Alpha organised by audience and Bio by nutrient, colour as a navigation code and a category side band. Then came the part nobody sees. ANVISA (Brazil's health regulator) set a 2023 deadline for every brand to comply with the new supplement rules, and the regulated panel, with ingredients, allergens, nutrition table and warnings, had to be rebuilt product by product. I treated that panel as information design, not as leftover space. More than 150 SKUs were my responsibility, in a portfolio of more than 400, in a team of three.
The system
The complete multivitamin family is black across every SKU. What changes from one to the next is the audience (Mater for expectant mothers, Kids for children), and the audience name is the only element that comes in colour. Anyone who has bought one Alpha finds the next without reading the box.
The single nutrient family works the other way round: the colour belongs to the nutrient, not the audience. Calcium blue, vitamin D yellow, B12 burgundy. On the pharmacy shelf, where the shopper is looking for a specific nutrient, colour arrives before the name.
A children's supplement is the one point in the line where illustration and full colour are justified: the child has to recognise it, and the parent has to trust it. The solution I proposed was to let colour in without leaving the black Alpha frame: the party happens inside the frame, not instead of it.
The project in one line
Nestlé Puravida sold dozens of supplements that had reached the shelf one by one, each launch with its own logic. My job was to give the line an architecture: which family you are looking at, what changes from one bottle to the next, where colour decides and where it stays quiet. Then came the part nobody sees: reversioning more than 150 SKUs for the 2023 ANVISA rules without breaking anything that had been built, in a team of three.
How it was done
The portfolio had grown launch by launch, not as a system. In the pharmacy and in e-commerce, two products from the same brand could look like two different brands. ANVISA set a 2023 deadline for every brand to comply with the Regulatory Framework for Food Supplements.
Packs with dated design and heavy graphic effects had to be reworked: colours and typefaces, minimum size for mandatory information, and a nutrition table regulated by ANVISA.
The whole portfolio reviewed, updated and signed off by the nutrition regulatory team. More assurance and more consistency on the market.
Updating and bringing into compliance the entire portfolio of a brand with more than 400 SKUs, of which I handled more than 150.
The differentiator
Ingredients, allergens, nutrition table, warnings: this is the most regulated panel of the pack and the one that costs most when it comes off the press wrong. I treated that panel as information design, not as leftover space. Every decision came from the regulation, not from taste: the nutrition table in the format ANVISA sets out, the allergen in capitals because the rule demands prominence, and everything checked legible at the real size of the carton, not on screen.
More than 150 SKUs to bring into line, in a team of three. What makes that possible is not speed: it is the rule I wrote saying what is fixed on every panel, what varies by SKU and where the variation is allowed in. Reading Brazil's Regulatory Framework for Food Supplements and translating it into a file system is what turns 150 SKUs into work for three people instead of 150 separate projects. Each product became a version of the same file, not a new file.
The pack that taught Brazil about the product and won the WorldStar Marketing Gold.
Four cartons became one box and a pulp tray: assembly −50%, unit cost −21%.
Winning back a copied pack: a graphic and structural redesign.
Building an anti-cellulite supplement brand without using a single weapon of the category.
Packaging and the EU PPWR: what changes on the shelf from August 2026 →
Get in touch
If the answer is no, send me a photo of it on WhatsApp and I will tell you what I would do. If you are hiring, email is the usual route.
São Paulo (GMT−3) · Open to international roles and to projects