OLEUS is a Swiss-born endurance supplement that targets the mitochondria, the cellular engines that convert fuel into energy. The science is real, peer-reviewed, and patented. But science alone doesn't build a brand people reach for.
I came in at the earliest stage as Head of Brand and built everything from zero. Packaging, bottle design, 3D renders, social media, campaigns, print, video. Every touchpoint designed to make cellular biology feel tangible, trustworthy, and worth picking up off a shelf.
The sports nutrition market is loud. Neon packaging, aggressive type, promises stacked on promises. OLEUS needed to go the other direction. If the product is genuinely backed by research, the brand should carry that confidence quietly, not shout over it.
I built a visual language around minimalism and clarity. Clean structures, considered colours, a system that could hold scientific credibility and shelf appeal in the same frame without either one compromising the other.
OLEUS has three core products: Daily, Pre-Activity, and Recovery. Distinct functions, same family. The packaging needed to differentiate without fragmenting.
I designed a colour-coded hierarchy that makes the lineup scannable at a glance while keeping the science-first positioning intact. The bottles themselves went through serious iteration, moving away from glass ginger shot formats toward brown plastic containers that ended up being the right call. They carry a quiet reference to medical packaging, which reinforces the clinical credibility without needing to state it.
Before the first physical batch was produced, OLEUS needed to look real. I created 3D renders of the bottles and packaging that became the foundation for the webshop, investor decks, and early marketing. The brand had to earn trust during pre-sale, and the visuals had to do a lot of that heavy lifting.
Art direction extended from there into campaign shoots, lifestyle photography, and athlete content. The goal was always the same: premium without being alienating. OLEUS is built for the everyday runner and cyclist, not just the podium.
Marketing a science-backed supplement means bridging two worlds that don't naturally speak the same language. Research rigour on one side, raw endurance energy on the other. The campaigns leaned into both.
Athlete stories, event activations at UTMB and Flandrientrail, brand collaborations that expanded reach without diluting the positioning. Video, motion graphics, and full channel rollout, all produced in-house to keep consistency and speed where they needed to be. The brand voice stayed sharp throughout: confident, clean, never overselling.
As OLEUS moved into retail, the identity needed to work beyond screens. Point-of-sale materials, flyers, event banners, trade show presence. The same visual precision, applied to formats where first impressions are immediate and physical. Getting print right mattered as much as getting digital right.
The brand launched across D2C e-commerce and expanded into leading sports retail. OLEUS partnered with a World Tour Pro-Cycling team for a placebo-controlled trial, collaborated with FRACTEL and The Mocktail Club, and built a community around events like UTMB and Flandrientrail. The product has now been used on over 100,000 adventures globally. The identity I built from scratch is still the one carrying the brand forward.
