End-to-end brand and eCommerce for Toci Wellness

Toci Wellness is a dietary supplement brand focused exclusively on skin health. We create gluten-free, sugar-free, eco-friendly supplements that combine vitamins, minerals, and botanicals to improve skin from the inside out — supporting hydration, elasticity, and cellular regeneration.

Project: End-to-end brand, design system, and eCommerce for Toci Wellness
Role: Founder & Product Designer (art direction, UX/UI, content strategy)
Date: 2024
Tools: Figma, Photoshop, ChatGPT, Gemini, Capcut.

Problem

In Argentina, people struggling with common skin concerns (acne, rosacea, uneven tone) lack clear guidance on which supplements to take. Existing options feel generic, marketing-heavy, or environmentally careless, and often push invasive/short-term treatments. Toci needed a science-minded, skin-only supplement brand with a cohesive identity and a modern site that communicates clearly, converts and complies with local regulatory constraints and advertising guidelines.

Objectives

• Define a distinct brand system (visual + verbal) focused on “beauty from within” and sustainability.

• Design a reusable UI design system for PDP/PLP, cart, checkout overlays, and post-purchase.

• Ship a high-converting storefront with clear benefits, compliant claims, and easy paths to purchase.

• Set creative guardrails for photography/video, social UGC, and email to ensure consistency.

  
  

Process

1. Market & Audience: Targeted women aged 25–60 in Argentina seeking science-backed, gluten-free, eco-conscious supplements, with growing interest in orthomolecular nutrition and sustainable wellness.

2. Competitive Analysis: Reviewed key players in skin supplements and clean beauty. Identified a white space in skin-specific formulations paired with eco-friendly packaging and a transparent, clinical positioning.

3. Brand Strategy: Defined brand mission, vision, and values rooted in holistic nutrition, sustainability, transparency, and self-care.

Design

1. Design System: Established a visual identity blending vitality and credibility. Color palette: Orange (energy, vitamin C, freshness), Blue (trust, science, purity), and Neon Yellow (vitality, motion) layered over neutral bases (beige, white, light gray) for a vibrant yet premium feel. Typography, grid, and iconography: Designed for clarity, accessibility, and scalability across digital and print touchpoints.

2. eCommerce: Built a frictionless shopping flow emphasising benefit clarity, ingredient transparency, and sustainability messaging. Product pages incorporated educational microcopy aligned with regulatory standards and progressive disclosure to support user learning.

3. Art Direction & Social Media: Developed UGC and content briefs highlighting authentic routines and scientific storytelling. Defined photo/video setups using the brand’s accent colors in props, nails, and wardrobe for cohesive visual storytelling.
   Tone of voice: empathetic, educational, transparent, and inspiring.

4. Packaging: Focused on eco-conscious materials, clean typography, and ingredient-led storytelling, aligning with both the brand’s sustainability mission and regulatory requirements.

Results

• Cohesive brand & UI system applied across site, packaging, and social—speeding page creation and keeping visuals consistent.

• Clear, compliant storytelling that increases trust (ingredients, sourcing, dosage guidance; no therapeutic promises).

• Reusable content playbook for UGC and campaigns (breakfast, on-the-go, skincare desk, nature, playful summer) that scales across Instagram, TikTok, Pinterest, and email.