(2024)

Valli Snacks

Evolving an Australian Vitamin Superfood Brand Into a Digital Experience

Context

Valli Snacks is an Australian vitamin superfood gummy brand launching into a competitive health and wellness market. With strong packaging design already in place, the goal was to translate and evolve the brand’s identity into the digital space - creating a website experience that would deepen engagement, drive b2b sales and stand out among health gummy competitors.

Background

The brand needed a cohesive digital presence that felt fresh yet authentic to its natural and health-focused values. The challenge was to develop a design system that could support a content-rich website while amplifying the vibrant, approachable vibe of Valli Snacks.

Discovery

I conducted a comprehensive competitor analysis of health gummy brands to identify visual trends, content strategies, and gaps in market positioning. This helped pinpoint opportunities to differentiate Valli Snacks through colour innovation, user experience, and trust-building elements. Understanding the target audience’s preferences and motivations was key to shaping the digital evolution.

Solution

Building on the packaging palette and brand voice, I explored an expanded colour system and modular design components that would allow flexibility for various content types. Key modules included testimonial blocks and social content sliders designed to boost credibility and customer engagement. The website’s structure was planned to balance product storytelling with lifestyle content, giving users multiple ways to connect with the brand.

I designed a bespoke website that showcased the new brand evolution through:

An expanded, vibrant colour palette reflecting health and vitality
Modular content areas to feature testimonials, social proof, and educational information
A clean, modern layout that balances product focus with lifestyle imagery
User-friendly navigation supporting seamless discovery of product benefits and community stories
This approach created a digital experience that not only looks distinct but also fosters trust and builds long-term relationships with health-conscious consumers.

Impact

The new digital presence positioned Valli Snacks as a confident entrant in the health gummy market. The design system and website modules provide a scalable foundation for ongoing marketing campaigns and community engagement.