Jeff Choi Logo

Jeff Choi

Product Designer

Web Portfolio

Web Design

WellPath Branding

Identity, Logo Design, Packaging

- 1,000% revenue growth in two years

- First nutrition company to be featured on Amazon's Prime Day

- 'Amazon's Choice' in each product category


Originally a DTC business, WellPath sought to diversify its business model via Amazon by creating a subsidiary venture. This required new branding to better serve its target audience.


The objective was to appeal to the growing population of young health-conscious consumers and utilize Amazon's wide reach.


Acknowledging the constraints on Amazon all the while paying close attention to FDA regulations were key factors in developing the identity. Understanding the market, competitors, and target audience by working closely with the Head of Marketing helped the new identity achieve over 1,000% revenue growth under two years. Due to its newfound success, WellPath's Amazon venture eventually evolved into its core business, creating a waterfall effect of visual identity updates across all mediums over different phases. Branding, art direction, and execution is my own.

To reduce alienation of existing customers, WP requested a light update to its logo. The objective was to appeal to a larger audience through a gender neutral and contemporary look

Mind logo process work