Take your vitamins? Easier said than done.
Inspired by her own family’s nutritional trauma and today’s growing nutrient gap—First Day founder, Alice Li, was determined to make good nutrition available to everyone.
Since the supplement market is anything but deficient, we needed a fresh approach to cut through the sugar-coated clutter. We took it personally—positioning First Day as an essential brand that supports generational wellbeing with easy rituals that bring families together over health & nutrition.
Consumer research, competitive analysis, school pickup chats: we learned that busy families are hungry for bite-size habits and would gladly trade wtf-science for real wholesome solutions that kickstart a lifetime of healthy choices.
From a design system refresh to brand standards, we uplifted all of it—deepening First Day’s connection to their consumer and preparing their business for the growth stage.
Real Wholesome.® Taste and feel the difference.
