Company Overview
Califina is a women’s fitness and supplements brand focused on empowering women through high-quality products and lifestyle-driven wellness solutions.

Segment
Fitness, Wellness, Supplements, Consumer Goods, Lifestyle

Role
In-House Designer

Project
Branding and packaging uplift, creating a modern, feminine, and high-end visual identity. Refresh the design across merchandise, social media, and product touchpoints to ensure a cohesive and engaging brand experience. Develop creative guidelines to maintain consistency across all channels while enhancing the brand’s aspirational positioning.

Challenges
Balancing a luxurious, feminine aesthetic with functional, approachable design for fitness and supplement products. Coordinating with cross-functional teams and external vendors to execute high-quality visuals that aligned with brand strategy and consumer expectations.

Impact
Delivered a polished, modern brand identity that strengthened Califina’s market presence, improved consumer recognition, and ensured a consistent, high-end experience across all products and channels. Enhanced engagement through thoughtful design, contributing to a strong, differentiated brand position in the women’s fitness and wellness market.