"Medical food" isn't supplement. Don't let the shelf forget it.
Tollo Health doesn't make supplements. They make medical foods — an FDA-regulated category for products used under physician supervision to manage specific medical conditions. The regulatory line matters: medical foods are not dietary supplements, they're not drugs. The brand has to land in the negative space between Goop and a prescription label, and it has to do it twice — once for viral infection recovery (Galectovid), once for muscle loss during weight-loss therapy (Forzet).
"Read like a clinician wrote it. Feel like a friend handed it to you."
Build the system at the parent. Differentiate at the product.
The wrong move was designing two unrelated brands and slapping a Tollo logo on each. The right move was building Tollo Health as the spine: shared type ladder, shared embossing language, shared "Medical Food" treatment, shared regulatory callouts (Distributed By, Lot, Tamper Evident, GRAS, Doctor Recommended, cGMP). Then each product got its own color world to do the differentiation.
Galectovid earned charcoal-purple + clinical orange — serious, calm, distinctly not pharmaceutical-blue. Forzet earned deep navy + cream — clinical credibility for a category (GLP-1 muscle protection) that's growing fast and needs to look authoritative on a pharmacy shelf next to actual drugs. Same parent. Different shelf neighbors.
Different palettes. Same brand system.
Both cartons share the embossed product name treatment, the "MEDICAL FOOD" sub-category callout, the Tollo Health parent mark in the top-left, and the regulatory layout language. The differences are intentional — color world, primary metaphor, and product mode (tablets vs sachets).
Charcoal-purple. Orange accent. Embossed mark.
Galectovid didn't start here. The original product was a plain white tub with purple Tollo branding — clean and compliant, but visually a vitamin. The relaunch brief asked for a carton that looked as serious as the science. Here's the before and after.
Before · the original label artwork. All the approved regulatory copy was already locked — caution, tamper-evident, directions, ingredients, allergens, certifications. The redesign kept every required statement and rebuilt the hierarchy around it.
From there, the Galectovid carton uses blind embossing for the product name — silver-finished, tactile, deliberately understated. The lighthouse metaphor on the back panel pulls the brand into a "find your way" emotional register without overpromising. The orange line at the base of the front panel signals warmth without crossing into supplement-aisle aspiration.
Back panel · Lighthouse imagery + QR scan + "Find Your Way to Health" headline. The emotional half of the brand carried on the panel the customer reads after they've already bought.
The GLP-1 era's muscle-preservation brand.
Forzet is positioned for the fastest-growing category in modern weight management: patients on GLP-1s losing muscle along with fat. The brand had to live next to Ozempic and Wegovy on the conversation shelf without misrepresenting itself as a drug. Deep navy is the credibility cue. The cream callouts feel pharmacy-grade. The "MEDICAL FOOD" sub-category sits on the front panel as a regulatory anchor — not a marketing claim.
Full unfolded carton · all panels print-ready. Ingredients, dosing directions, allergens, distributed-by, certifications (cGMP, Doctor Recommended, GRAS), Lot/Best By zones, tamper-evident copy.
The decisions that made this a system, not two designs.
Two SKUs on shelves. Brand still in use.
Both products launched with +30% sales within six months of the new brand and packaging system going live. More importantly: the system held. New copy gets applied with the existing template. Vendors print to the same spec sheet. Tollo can launch SKU #3, #4, #5 without re-engaging a designer — that's the real test of a brand system in a regulated category.
I'd build the brand guidelines doc earlier in the process — by SKU #2 we were already importing decisions from #1 without them being formalized, which works but burns hours every launch. Also, I'd push harder for real photography of the products in clinical contexts before shipping. The packaging is strong on its own; with proper clinical photography for marketing surfaces, the whole brand would land harder on the .com and HCP-facing materials.