Brand, packaging and websites for health and wellness product founders
I find what makes your product better, then make it visible: positioning, packaging and a website that earn trust before anyone reads the label.
I've designed for and alongside
White packs, thin fonts, a clinical photo and a wall of regulatory text. Founders know their product is different. On the shelf and on screen, nobody can tell.
Your formulation is better than the competition's, but your packaging and website don't give a shopper any reason to believe it.
AUST L numbers, indications and warnings have crowded out the story, and the brand feels clinical when it should feel trustworthy.
From practitioners to retail, from retail to direct-to-consumer, or up to a premium tier, and the brand you launched with won't carry you there.
It looked good. It didn't change what customers did. This time you want the thinking first.
Where every project starts
A senior look at your packaging, website and messaging, and a clear report on what's underselling your product and what to fix first.
US$990 · Report within one week · Full fee credited toward a Brand Build
I review your pack, site and three competitors before we talk, so we start with insight, not introductions.
A 30-minute session about your product, your customer and why you started.
A written report with your top five fixes, ranked by impact.
Hair by Science · Australian prescription hair-loss treatment
A full rebrand to get a chemist-founded hair-loss service ready to scale. Then two ways in: a no-prescription bundle that became a best seller, and a simpler TGA questionnaire and sign-up flow for partner salons.
A medical sign-up that was hurting conversion, rebuilt into a short yes/no flow
Read the case studyInterClinical Wellness · Australian herbal supplements
A sub-brand strategy and TGA-compliant packaging that moved a brand trusted by practitioners into premium health-food retail, without losing the credibility that made it work.
A new sub-brand built for upmarket health-food shoppers
Read the case studyHis Clinic · Australian online men's health prescriptions
More than 50% of orders were coming back damaged in transit. I traced the cause through the whole fulfilment process and designed a structural insert that stopped it.
Returns from broken blister packs went from over half of orders to none
Read the case studyEvery project starts with a conversation, because the most valuable thing in your brand is usually something you already know and haven't said yet.
US$990
Find what's underselling your product and what to fix first.
The Brand Audit →Positioning, identity, packaging within TGA requirements, and a website that tells the story. Quoted after your audit.
About the Brand Build →Senior creative direction on a monthly retainer, for founders after a Brand Build.
About the retainer →Unedited reviews from Google and Upwork, from founders and teams I've worked with.
“I have worked with Varalee for a number of years now. She always produces high quality work with superb attention to detail and quick turnarounds.”
“I hired Varalee to do some re branding work for us, quality of work and times it was done was exceptional. Highly recommended and we will be using again for future projects.”
“Varalee was great to work with! Provided a high quality of work in a professional manner. She provided me with great logo and branding designs. I would definitely use Varalee again.”
Precision earns trust. Imperfection earns memory.
The youngest in my family, I grew up watching everyone and noticing what others missed. It turned out to be the job.
I ask about your purpose, your customer and your price. Then I ask why you started. Somewhere in that answer is the thing that makes your brand impossible to confuse with anyone else's. My work is to find it, then design everything else with enough precision that it can stand out.
More about meSomething else on your mind? Send me a message.
Start with the Brand Audit. I review your packaging, website and competitors, we talk for 30 minutes, you get a written report on what to fix first, and I walk you through it in a 60-minute call. If you’d rather start on your own, the free Shelf Test takes four minutes.
Every Brand Build is quoted after your Brand Audit, because the audit tells us exactly what needs doing. You’ll get a fixed price and a clear list of what’s included before anything starts, and your audit fee comes off the project if you go ahead within 30 days.
It depends on what’s included. Positioning and identity move faster than a full packaging range, and print and regulatory checks add time. You’ll get a timeline with your quote, built around any launch, retailer or investor date you’re working towards.
Yes. I’ve designed supplement and prescription health packaging in Australia, including AUST L labelling, indications, directions and medical questionnaires. I design so the required information is clear and the pack still feels premium. Final compliance sign-off stays with your regulatory adviser.
Not always. Sometimes the identity is sound and the problem is the message, the packaging hierarchy or the website. Part of my job is telling you honestly what to keep, so you only spend money where it changes something.
Smoothly. I lived and worked in Australia for 17 years, and Bangkok is only three to four hours behind the east coast, so we share most of the working day. Sessions happen on video, and work is shared online throughout.
Yes, that’s the point of working with one person across both. I design and build the website, and prepare print-ready packaging files and work with your printer or manufacturer on proofs.
Time with you, the founder, early on, because your reasons for starting are usually where the brand is hiding. After that, prompt feedback at each stage and access to anyone who knows your customers well.
If your brand doesn't yet show what makes it good, the Brand Audit is the place to start.
