An emphasis on evidence-based nutrition and advice that centred around food, not supplements, was critical to the "N" nutrition brand. The use of white space was a deliberate nod to the 'clinical' underpinnings of the brand while a heavy emphasis on food photography enabled "N" to easily compete in the instagram space. And while the food photography was a considerable challenge to my cooking skills, food takes artistic direction rather well. Another critical element to the brand was the tone of voice. Registered Nutritionists are scientists and a lot of scientific terminology understandably goes with the territory. Scientific terms can however, feel a little cold and can often act as a barrier to the general public. The clinical term 'intake' for example was deliberately banned from all written communication and replaced with the more human-friendly 'eat'. Nutritionists were also encouraged to use the same term when conversing with clients to encourage consistency at every touch-point. Words are powerful things and and have a psychological effect on consumers. This was particularly apparent when crafting "N" nutrition's promotional materials. The seemingly innocuous term 'good nutrition' for example, proved to be an emotionally loaded phrase as it not only represented an ideal state many would struggle to achieve but also implied anything 'other' was in some way 'bad'. In light of this, and after considerable thought, the brand adopted the more attainable 'better nutrition' as the destination it would promote in its advertising messages. "N" nutrition posed many unique branding challenges and I loved solving them, both as a Nutritionist and a designer. To my great surprise though, it was my work as a brand designer that gained most attention and this ultimately led to my working with other brands and becoming a full-time brand identity designer.
