Case Study
Bonafide
Women’s Health | 2023 – Ongoing
Preparing a Women’s Health Brand for National Retail
Supporting Bonafide’s transition from a DTC brand to national retail by rebuilding the brand foundation, leading a cross-functional creative team, and establishing the systems required to scale creative across retail, digital, and marketing channels.
Overview
Bonafide had established strong momentum as a direct-to-consumer women's health brand built on clinical credibility and a loyal customer base.
As the company prepared to expand into national retail, the demands on the brand changed significantly — communicating clearly on shelf, competing in a crowded category, and maintaining trust across a much broader marketing ecosystem.
As Creative Director for Pharmavite's Women's Health Collective, I led the creative evolution of the Bonafide brand and built the internal structure required to support this next phase of growth.
The Challenge
Bonafide's growth created the opportunity for national retail expansion — and exposed how much the brand needed to evolve to meet it.
Moving from a digital-first brand into physical retail introduced new demands. The brand needed to communicate clearly on shelf, stand out in a crowded category, and earn trust with consumers encountering it for the first time.
At the same time, marketing investment and channel complexity were increasing. Creative needed to operate cohesively across packaging, retail displays, digital marketing, campaigns, and product education.
For the brand to scale successfully, creative required both a stronger foundation and a clearer operational structure.
My Approach
Rebuilt the Brand Foundation
Rebuilt Bonafide's brand system to support both retail visibility and digital performance — including a new packaging architecture, visual language, and product and ingredient photography. The result was a brand that felt trustworthy, premium, and approachable while standing out on shelf.
Established Creative Systems and Testing
Introduced clearer creative processes, review frameworks, and cross-functional workflows to improve collaboration between brand, growth, and product teams. Layered in a structured consumer testing program using Zappi, UserTesting, and Lyssna — allowing the team to combine creative judgment with audience insight and reduce risk across major marketing initiatives.
Built and Led the Team
Built and led a multidisciplinary creative team responsible for brand and marketing creative across Bonafide, Uqora, and Equelle. For Bonafide, the team supported packaging, retail launch materials, campaigns, digital marketing, lifecycle communications, and product storytelling.
Key Contributions
- Led a full overhaul of Bonafide's brand, including packaging, photography, and campaign expression
- Directed creative for Bonafide's transition from DTC to national retail at Target
- Built and led a multidisciplinary creative team spanning brand, marketing, and product
- Introduced creative systems, workflows, and a consumer testing program to improve collaboration and reduce launch risk
- Scaled brand expression across packaging, retail displays, digital marketing, lifecycle communications, and television
Creative leadership without the full-time hire.
Let’s Talk
→
Selected Works
A
C
SOCIAL
Case Study
Bonafide
Women’s Health | 2023 – Ongoing
Preparing a Women’s Health Brand for National Retail
Supporting Bonafide’s transition from a DTC brand to national retail by rebuilding the brand foundation, leading a cross-functional creative team, and establishing the systems required to scale creative across retail, digital, and marketing channels.
Overview
Bonafide had established strong momentum as a direct-to-consumer women's health brand built on clinical credibility and a loyal customer base.
As the company prepared to expand into national retail, the demands on the brand changed significantly — communicating clearly on shelf, competing in a crowded category, and maintaining trust across a much broader marketing ecosystem.
As Creative Director for Pharmavite's Women's Health Collective, I led the creative evolution of the Bonafide brand and built the internal structure required to support this next phase of growth.
The Challenge
Bonafide's growth created the opportunity for national retail expansion — and exposed how much the brand needed to evolve to meet it.
Moving from a digital-first brand into physical retail introduced new demands. The brand needed to communicate clearly on shelf, stand out in a crowded category, and earn trust with consumers encountering it for the first time.
At the same time, marketing investment and channel complexity were increasing. Creative needed to operate cohesively across packaging, retail displays, digital marketing, campaigns, and product education.
For the brand to scale successfully, creative required both a stronger foundation and a clearer operational structure.
My Approach
Rebuilt the Brand Foundation
Rebuilt Bonafide's brand system to support both retail visibility and digital performance — including a new packaging architecture, visual language, and product and ingredient photography. The result was a brand that felt trustworthy, premium, and approachable while standing out on shelf.
Established Creative Systems and Testing
Introduced clearer creative processes, review frameworks, and cross-functional workflows to improve collaboration between brand, growth, and product teams. Layered in a structured consumer testing program using Zappi, UserTesting, and Lyssna — allowing the team to combine creative judgment with audience insight and reduce risk across major marketing initiatives.
Built and Led the Team
Built and led a multidisciplinary creative team responsible for brand and marketing creative across Bonafide, Uqora, and Equelle. For Bonafide, the team supported packaging, retail launch materials, campaigns, digital marketing, lifecycle communications, and product storytelling.
Key Contributions
- Led a full overhaul of Bonafide's brand, including packaging, photography, and campaign expression
- Directed creative for Bonafide's transition from DTC to national retail at Target
- Built and led a multidisciplinary creative team spanning brand, marketing, and product
- Introduced creative systems, workflows, and a consumer testing program to improve collaboration and reduce launch risk
- Scaled brand expression across packaging, retail displays, digital marketing, lifecycle communications, and television
Creative leadership without the full-time hire.
Let’s Talk
→
Selected Works
A
C
CONTACT
alexchennault /ət/ gmail /dɒt/ com
SOCIAL
Case Study
Bonafide
Women’s Health | 2023 – Ongoing
Preparing a Women’s Health Brand for National Retail
Supporting Bonafide’s transition from a DTC brand to national retail by rebuilding the brand foundation, leading a cross-functional creative team, and establishing the systems required to scale creative across retail, digital, and marketing channels.
Overview
Bonafide had established strong momentum as a direct-to-consumer women's health brand built on clinical credibility and a loyal customer base.
As the company prepared to expand into national retail, the demands on the brand changed significantly — communicating clearly on shelf, competing in a crowded category, and maintaining trust across a much broader marketing ecosystem.
As Creative Director for Pharmavite's Women's Health Collective, I led the creative evolution of the Bonafide brand and built the internal structure required to support this next phase of growth.
The Challenge
Bonafide's growth created the opportunity for national retail expansion — and exposed how much the brand needed to evolve to meet it.
Moving from a digital-first brand into physical retail introduced new demands. The brand needed to communicate clearly on shelf, stand out in a crowded category, and earn trust with consumers encountering it for the first time.
At the same time, marketing investment and channel complexity were increasing. Creative needed to operate cohesively across packaging, retail displays, digital marketing, campaigns, and product education.
For the brand to scale successfully, creative required both a stronger foundation and a clearer operational structure.
My Approach
Rebuilt the Brand Foundation
Rebuilt Bonafide's brand system to support both retail visibility and digital performance — including a new packaging architecture, visual language, and product and ingredient photography. The result was a brand that felt trustworthy, premium, and approachable while standing out on shelf.
Established Creative Systems and Testing
Introduced clearer creative processes, review frameworks, and cross-functional workflows to improve collaboration between brand, growth, and product teams. Layered in a structured consumer testing program using Zappi, UserTesting, and Lyssna — allowing the team to combine creative judgment with audience insight and reduce risk across major marketing initiatives.
Built and Led the Team
Built and led a multidisciplinary creative team responsible for brand and marketing creative across Bonafide, Uqora, and Equelle. For Bonafide, the team supported packaging, retail launch materials, campaigns, digital marketing, lifecycle communications, and product storytelling.
Key Contributions
- Led a full overhaul of Bonafide's brand, including packaging, photography, and campaign expression
- Directed creative for Bonafide's transition from DTC to national retail at Target
- Built and led a multidisciplinary creative team spanning brand, marketing, and product
- Introduced creative systems, workflows, and a consumer testing program to improve collaboration and reduce launch risk
- Scaled brand expression across packaging, retail displays, digital marketing, lifecycle communications, and television
Creative leadership without the full-time hire.
Let’s Talk
→
Selected Works
A
C
CONTACT
alexchennault /ət/ gmail /dɒt/ com
SOCIAL