Humann built its name on SuperBeets and blood pressure support. But as the brand grew into the bigger world of cardiovascular health, the packaging needed to grow with it — without losing the people who already knew and loved the product.

As in-house Creative Director, I was part of all three generations of SuperBeets packaging and ultimately owned the packaging system across the portfolio. I led creative direction, built the right mix of internal and external talent, and worked closely with our agency partners at Creech on the December 2025 redesign. We shaped the strategy together and put the work in front of real shoppers along the way. The goal was simple: make SuperBeets unmistakable, easier to shop, and big enough to carry the future of the brand.

The challenge

SuperBeets had serious brand equity, but the system had outgrown itself. We needed to move beyond blood pressure, create clearer wayfinding across a growing lineup, bring our strongest proof points forward, and give each SKU its own identity — all without losing recognition with loyal customers.

The shift

We evolved the brand in two stages rather than changing everything overnight.

Stage 1 — Own red.
White became a bold, unmistakable red — heart, blood and beets all in one move. Humann moved above SuperBeets, the hierarchy got cleaner, and our strongest claims became harder to miss. Tested against the existing pack with 1,000+ shoppers, the new direction won on appeal, readability and shelf impact.

Stage 2 — Make it easy.
Then we pushed the system further. Benefits moved to the top. The cardiologist claim became a badge. Grape seed came off the front to end the “beets or grape seed?” confusion. Each SKU got clearer naming, scannable benefits and its own color for faster shelf navigation.

We supported the transition with “New look. Same SuperBeets.” shelf flags and box talkers, helping shoppers connect the old pack to the new one in real time.

The result

A simpler, louder, more ownable SuperBeets and product line. In head-to-head testing, 81.8% preferred the new Cardiovascular pack and 65.4% preferred the new Blood Pressure pack. 94% of existing customers said they’d recognize it on shelf, while 86% of new customers found it trustworthy. The system changed. The equity stayed.