NDO Healthy Spot

Most brands in the “healthy” space look the same: neutral colors, minimal layouts, and a tone that feels more restrictive than approachable.

This project intentionally moved in a different direction.

The challenge was making a more expressive identity work without affecting usability — especially in an ecommerce context, where people need to scan information quickly and make decisions without friction.

The starting point was defining how this project relates to “No Days Off”.

It needed to feel connected, but not identical.

From there, the work split into two layers. The identity direction combined a sporty base with a more personal and expressive tone, influenced by Gaby’s presence as a content creator. the product focus was on how users actually browse these types of products.

Instead of organizing the catalog around traditional categories, the structure prioritizes brands.

In this context, users often recognize and trust products that way.

The system balances identity and usability.

The visual language is intentionally expressive, but the structure stays clear:

• product organization prioritizes brands over categories
• product pages are structured for quick scanning
• layout and spacing maintain readability

The goal wasn’t to reduce the visual identity to fit ecommerce patterns, but to support both without conflict.

The visual direction moves away from typical “healthy” aesthetics.

Instead of neutral tones, the system uses:

• bold pink as a primary color
• fluorescent accents for interaction
• dark tones to create contrast

These elements are supported by simple geometric shapes derived from the logo, creating a flexible system that extends beyond the website into packaging and physical spaces.

The platform was built on Shopify, customizing a base theme to match the design while keeping the system stable and maintainable.

From a technical perspective, the focus was on:

• adapting templates to support different types of product information
• maintaining consistency across the catalog
• integrating Shopify POS to connect online and in-store operations

This allows the business to manage products, inventory, and sales from a single system.

The result is a platform that connects branding, ecommerce, and physical retail into a single system.

Users can:

• browse products in a way that matches how they recognize them
• understand key information without friction
• move between online and in-store experiences consistently

At the same time, the visual identity keeps the experience distinctive without interfering with usability.

The project balances expression and clarity: the identity gives the brand distinction, while the structure keeps the ecommerce experience usable.