Senior nutrition / Project work

Malila

How should a nutrition brand speak to the people who use it and those who care for them?

My contribution

Defined the full visual and content direction

Malila campaign artwork — Selected campaign artworkView larger

The context

The starting point.

Malila is a senior nutrition supplement brand. I defined and developed Malila's visual and content direction, with a focus on making functional benefits easier to understand.

Constraints

The communication needed to work for older adults as well as the people involved in caring for them.

What I noticed

The two audiences shared a product, but not necessarily the same question, responsibility, or reason to trust the communication.

The decision

I gave practical product information a clear hierarchy within a warmer, more accessible visual direction.

Why

Reassurance without useful information becomes vague. Information without warmth can feel distant for the context.

The work

What I developed.

The visual and content direction for senior-focused products, with clear communication of functional benefits.

See the visual portfolio

Selected artwork

The work in view.

Select an image for a closer look.

Malila: Product campaign — Product campaignView larger

Malila: Activities for older adults — Activities for older adultsView larger

Malila: Nutrition information — Nutrition informationView larger

Malila: Everyday care — Everyday careView larger

Malila: Ingredient communication — Ingredient communicationView larger

Malila: Product benefits — Product benefitsView larger

Looking back

How I would think about it now.

I would separate the communication journeys of the person using the product and the person helping care for them more clearly. I would also push the language further toward independence, strength, and well-ageing rather than allowing age itself to become the problem the brand is trying to solve.

Current communication direction

For users: independence, strength, routine, dignity, and staying active. For caregivers: useful nutrition information, trust, convenience, and support without infantilising. The product should support ageing well rather than frame ageing itself as failure.