Align

Align is a rebrand concept for a gut health company aiming to shift from a single-product focus into a lifestyle brand rooted in everyday wellness. The rebrand centers around the idea of “Functional Rituals”—small, meaningful acts that connect body and mind through nourishment. This concept reframes wellness not as a destination, but as an ongoing relationship—an alignment between intention and action. The identity draws from the natural cadence of daily life, where kombucha rituals, fermented foods, and functional ingredients seamlessly become part of a more mindful rhythm. The visual language is calm, clean, and grounded—evoking the purity of natural ingredients and the science of gut health without overwhelming the viewer. Typography choices and restrained color palettes reflect a sense of clarity and ease, while the design system flexes between digital, packaging, and lifestyle touchpoints. Brand values such as transparency, sustainability, and nourishment are communicated not through loud messaging, but through considered details- language that informs without lecturing, and a tone of voice that is knowledgeable yet kind. This rebrand positions Align as a catalyst for well-being—inviting people to engage with health not as a trend, but as a quiet, continuous commitment.