Patuh Healthcare

brand identity packaging collateral illustration

a wellness brand that looks like a treat, not a treatment.

about the client

Patuh Healthcare is a wellness brand built on a simple idea — that looking after yourself shouldn't feel like a chore. Their range of gummy vitamins covers the whole family, from kids' calcium, iron and omega-3 to sleep, hormone support and everyday immunity. It's supplementation without the seriousness: daily health made simple, and a little bit fun.

the challenge

Health supplements nearly all look the same — clinical whites, hard blues, the visual language of a pharmacy shelf. Patuh wanted the opposite. They came to us asking for a brand people would pick up without a second thought, the way you'd reach for a candy — not something that felt like it needed a doctor's sign-off. The real problem was standing out in a crowded, lookalike category without giving up the trust that anything health-related has to earn.

our solution

We built the whole system around character. Every product gets its own illustrated face — soft, rounded, amorphous shapes with sleepy eyes, blushes and little smiles that tell you what the gummy is for before you've read a word. A geometric wordmark with a leaf cut into the 'p' keeps it unmistakably healthcare; a warm, friendly sans-serif and a colour tuned to each flavour keep it unmistakably fun. It reads as one family across the entire range, yet every jar still has a personality of its own.

Patuh Healthcare Eye Health gummies — 5-HTP and melatonin, golden apple flavour — with a wide-eyed character on navy

Patuh Healthcare Eye Health jar beneath an arc of multicolour gummy bears spanning the full flavour range

Patuh’s scalloped ‘P’ leaf badge ringed by gummy bears, beside the Sunshine Boost vitamin D3 and B12 jar

Patuh Healthcare Eye Health jar surrounded by a loose spread of multicolour gummy bears

Patuh Healthcare Relaxation and Sleep gummies — 5-HTP and melatonin, grape flavour — with a sleepy-eyed character

Patuh Healthcare Apple Cider Vinegar gummies held in hand beside a close-up of sugar-coated heart-shaped gummies

Patuh Healthcare Hormone Support gummies — Dong Quai and vitamin B6, cranberry flavour — with a blushing character

Patuh Healthcare Calcium and vitamin D3 gummies for kids in strawberry flavour, with a cat character on the bottle

Full-bleed Patuh Sunshine Boost artwork — a smiling orange character face for the vitamin D3 and B12 gummies

Patuh Healthcare Omega 3 gummies for kids in mango flavour, with a cheerful lion character on the bottle

Patuh Healthcare Vitamin E skin and antioxidant gummies in pineapple flavour, with a sparkle-eyed character on green

Patuh Healthcare Sleep gummies pack flattened out — front character label plus the full nutrition and ingredient panel

a daily dose of fun.

a face for every feeling.

The hard part of character design is restraint — cute that still feels considered, friendly that still feels premium. So we kept the illustrations abstract rather than literal: no anatomy, no clinical cues, just calm little expressions matched to each benefit — closed eyes for sleep, hearts for hormone support, wide eyes for focus. One typographic system and a warm, flexible palette hold it together, so the labels stretch to new flavours without ever needing a redesign. The payoff is a shelf presence that does the opposite of intimidate — a supplement people reach for the way they'd reach for a treat, and trust the way they'd trust a pharmacy.