Since helping to create the herbal health industry in the 1960s, Nature’s Way enjoyed both a long-term loyal customer base, as well as a fast-growing younger market. As such, the product catalog had expanded over the years to just under a thousand SKUs, providing all number of choices and variations (mens, womens, kids, 50+... available in pill vs gummy vs capsule vs liquid... vegan vs organic vs gluten-free vs sugar-free vs kosher… the list goes on). These choices were becoming increasingly overwhelming.

The new naturesway.com incorporated a wide range of filters for better discovering, comparing and refining products. And a visual shorthand and icon library was devised to convey at-a-glance information about form factors and dietary compliance for each product, at the shelf level.