The objective was to evolve Kind Patches into a more minimal, elevated wellness brand while staying responsive in a performance-led advertising environment. Research centred on how different audiences engaged with wellness messaging, with a strong focus on educating and reassuring newcomers.

Paid media became a live testing space, where ingredient-led visuals, educational content, and higher-energy copy were trialled and refined. Performance insights directly informed creative decisions, allowing the brand to adapt quickly while maintaining a clear, considered aesthetic.

The brand evolved toward a clean, minimal aesthetic—putting ingredients and clarity front and center. This restraint built trust and positioned Kind Patches firmly within the premium wellness space.

Ad creative remained agile. We tested bolder copy and varied visual styles, refining design, copy, and video based on performance to keep the brand both consistent and responsive.

To visually express the product, I created a series of AI-generated illustrations that spotlighted plant-based ingredients through a scientific, futuristic lens. As a world-first patch-based supplement system, Kind Patches needed visuals that bridged nature and innovation. AI allowed us to explore this intersection—modern, credible, and distinctly forward-thinking.

Operating in a fast-paced environment, success depended on rapid iteration. Ads were launched, analysed, and refined continuously—scaling what performed and moving quickly away from what didn’t.

This approach delivered multiple high-performing campaigns, including a standout ad that generated strong returns and shaped a new creative direction for the brand. TikTok Shop ads followed the same principles: fast, native, and performance-led, while remaining aligned with Kind Patches’ elevated aesthetic.

The result positioned Kind Patches as a case study in balancing minimal, ingredient-led design with confident experimentation—showing that clarity, agility, and performance can work seamlessly together in modern wellness branding.