Overview

We developed the visual identity and premium packaging concept for the launch of a new magnesium-based supplement brand.

Brand Concept

The client came with a ready-made name, Secret Element, which perfectly reflected the crucial importance of magnesium for the body. We went further: since magnesium is a mineral, we wanted to reveal its deep value through the imagery of minerals and crystals, emphasizing the natural purity and power of the element. The concept was complemented by the tagline “The mineral that moves mountains”, highlighting magnesium’s potential and its ability to transform a person's well-measured state for the better.

Package Design & Art Direction

The jar features a pearlescent-white finish, with a transparent “window” revealing the gummies inside. The central element of the composition is a stylized crystal, inside of which are integrated illustrations based on re-imagined photographs of real geological formations and landscapes from magnesium mining regions. Additionally, a unique custom-shaped gummy was developed, which also organically references the mineral’s form.

Validation

The concept successfully passed target audience testing and is currently in the production stage.