Everything started with the gummy itself: a light pink, donut-shaped bite that became the visual and emotional anchor of the brand. From naming and positioning to packaging, tone and visual identity, Well Rounded was developed entirely in-house. We built a brand that felt indulgent but smart, fun but functional and most importantly, a nod to dessert. The tagline, “It’s always time for a sweet treat,” grounded the voice in playful permission. Messaging and design carried that energy through every touchpoint, from retail assets to content prompts and launch campaigns. More than just a vitamin, Well Rounded became a mood. It signaled that feeling good can be easy, daily and even delicious. In a category often built on fear and restriction, this brand was made to offer something better: health and decadence in gummy form.