

Dr. John McDougall rose to prominence as a physician, speaker, and best-selling author who teaches the importance of a whole-food, starch-based diet. He launched a series of educational courses and meal plans under the McDougall name. We were brought in to reinvigorate the brand and give shape to a broad series of disconnected initiatives.
The established credibility of the founder led us to the reintroduction of “Dr.” into the McDougall brand. This better connected the various product offerings to the author they knew and loved. From there, it was key to launch away from health food “every-brands” that tend to put personality last. We focused the design on an approachable visual language that highlights an energized and delicious lifestyle. Playful food illustrations, a library of organic shapes and textures, an own-able approach to photography, and a fresh series of layouts and templates provided a full brand system for ongoing use by the marketing team.
Reorganized a collection of brands into a single hierarchy
Introduced "Dr." into the name to reestablish the founder
Designed an entirely new visual language from logo system to social assets
Strategic positioning and brand assessment
Food photography and illustration
Visual language and asset library
Identity design and brand guidelines