Case Study
Bonafide
Women’s Health | 2023 – Ongoing
Rebuilding a Women's Health Brand to Win at Retail
Moving from DTC to national retail meant a new brand foundation, a cross-functional creative team, and systems built to scale creative across retail, digital, and marketing. Less than a year after launching at Target, Bonafide became the fastest-growing brand in its category.
Overview
Bonafide built strong momentum as a direct-to-consumer women's health brand, grounded in clinical credibility and a loyal customer base. Expanding into national retail changed what the brand had to do — communicate clearly on shelf, stand out in a crowded category, and earn trust with first-time shoppers.
As Creative Director for Pharmavite's Women's Health Collective, I led the brand's creative evolution and built the structure to support its next phase of growth.
The Challenge
The brand that fueled Bonafide's DTC success wasn't built to compete on a national shelf — and the creative function wasn't structured to scale with it. Packaging, retail displays, digital, campaigns, and product education all needed to move as one system, with the consistency and speed national retail demands. Meeting that moment took both a stronger brand foundation and a clearer way of operating.
My Approach
Rebuilt the Brand Foundation
Rebuilt Bonafide's brand system for both retail visibility and digital performance — a new packaging architecture, visual language, and product and ingredient photography. The result 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 across brand, growth, and product. A structured testing program — Zappi, UserTesting, Lyssna — paired creative judgment with audience insight to sharpen direction and reduce risk before launch.
Built and Led the Team
Built and led a multidisciplinary creative team across Bonafide, Uqora, and Equelle, supporting packaging, retail launch, campaigns, digital, lifecycle, and product storytelling. The team worked upstream with growth and product partners, setting message direction rather than executing it after the fact.
My Results
- Directed creative for Bonafide's transition from DTC to national retail at Target — now the #1 growing brand in its category
- A Strong Foundation. A new brand system — packaging, visual language, and product photography — gave Bonafide a presence built to compete on a national shelf. Less than a year after launching at Target, it became the fastest-growing brand in its category.
- A Proven Strategy. A structured testing program turned creative decisions into evidence. Head-to-head, science-forward positioning beat simplified messaging — proving the brand's clinical credibility was a creative advantage, and giving every channel a validated direction.
- Scalable Systems. Validated direction only matters if it travels. New systems, shared frameworks, and a multidisciplinary team carried one coherent brand across retail, DTC, marketplace, social, and lifecycle — putting creative upstream of growth and product partners.
- Proven Capabilities. The Noctera launch put the full system to work at once: packaging, detail pages, and a 90-asset social program shipped into Target and DTC simultaneously. Noctera went on to overtake Revaree, the established bestseller, as the top-selling product.
- Future-Focused. As AI-mediated shopping emerged, the team structured Bonafide's content for agentic storefronts early — making the brand discoverable and high-converting in the channels the category is moving toward, well ahead of its peers.
Creative leadership without the full-time hire.
Let’s Talk
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SOCIAL
Case Study
Bonafide
Women’s Health | 2023 – Ongoing
Rebuilding a Women's Health Brand to Win at Retail
Moving from DTC to national retail meant a new brand foundation, a cross-functional creative team, and systems built to scale creative across retail, digital, and marketing. Less than a year after launching at Target, Bonafide became the fastest-growing brand in its category.
Overview
Bonafide built strong momentum as a direct-to-consumer women's health brand, grounded in clinical credibility and a loyal customer base. Expanding into national retail changed what the brand had to do — communicate clearly on shelf, stand out in a crowded category, and earn trust with first-time shoppers.
As Creative Director for Pharmavite's Women's Health Collective, I led the brand's creative evolution and built the structure to support its next phase of growth.
The Challenge
The brand that fueled Bonafide's DTC success wasn't built to compete on a national shelf — and the creative function wasn't structured to scale with it. Packaging, retail displays, digital, campaigns, and product education all needed to move as one system, with the consistency and speed national retail demands. Meeting that moment took both a stronger brand foundation and a clearer way of operating.
My Approach
Rebuilt the Brand Foundation
Rebuilt Bonafide's brand system for both retail visibility and digital performance — a new packaging architecture, visual language, and product and ingredient photography. The result 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 across brand, growth, and product. A structured testing program — Zappi, UserTesting, Lyssna — paired creative judgment with audience insight to sharpen direction and reduce risk before launch.
Built and Led the Team
Built and led a multidisciplinary creative team across Bonafide, Uqora, and Equelle, supporting packaging, retail launch, campaigns, digital, lifecycle, and product storytelling. The team worked upstream with growth and product partners, setting message direction rather than executing it after the fact.
My Results
- Directed creative for Bonafide's transition from DTC to national retail at Target — now the #1 growing brand in its category
- A Strong Foundation. A new brand system — packaging, visual language, and product photography — gave Bonafide a presence built to compete on a national shelf. Less than a year after launching at Target, it became the fastest-growing brand in its category.
- A Proven Strategy. A structured testing program turned creative decisions into evidence. Head-to-head, science-forward positioning beat simplified messaging — proving the brand's clinical credibility was a creative advantage, and giving every channel a validated direction.
- Scalable Systems. Validated direction only matters if it travels. New systems, shared frameworks, and a multidisciplinary team carried one coherent brand across retail, DTC, marketplace, social, and lifecycle — putting creative upstream of growth and product partners.
- Proven Capabilities. The Noctera launch put the full system to work at once: packaging, detail pages, and a 90-asset social program shipped into Target and DTC simultaneously. Noctera went on to overtake Revaree, the established bestseller, as the top-selling product.
- Future-Focused. As AI-mediated shopping emerged, the team structured Bonafide's content for agentic storefronts early — making the brand discoverable and high-converting in the channels the category is moving toward, well ahead of its peers.
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
Rebuilding a Women's Health Brand to Win at Retail
Moving from DTC to national retail meant a new brand foundation, a cross-functional creative team, and systems built to scale creative across retail, digital, and marketing. Less than a year after launching at Target, Bonafide became the fastest-growing brand in its category.
Overview
Bonafide built strong momentum as a direct-to-consumer women's health brand, grounded in clinical credibility and a loyal customer base. Expanding into national retail changed what the brand had to do — communicate clearly on shelf, stand out in a crowded category, and earn trust with first-time shoppers.
As Creative Director for Pharmavite's Women's Health Collective, I led the brand's creative evolution and built the structure to support its next phase of growth.
The Challenge
The brand that fueled Bonafide's DTC success wasn't built to compete on a national shelf — and the creative function wasn't structured to scale with it. Packaging, retail displays, digital, campaigns, and product education all needed to move as one system, with the consistency and speed national retail demands. Meeting that moment took both a stronger brand foundation and a clearer way of operating.
My Approach
Rebuilt the Brand Foundation
Rebuilt Bonafide's brand system for both retail visibility and digital performance — a new packaging architecture, visual language, and product and ingredient photography. The result 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 across brand, growth, and product. A structured testing program — Zappi, UserTesting, Lyssna — paired creative judgment with audience insight to sharpen direction and reduce risk before launch.
Built and Led the Team
Built and led a multidisciplinary creative team across Bonafide, Uqora, and Equelle, supporting packaging, retail launch, campaigns, digital, lifecycle, and product storytelling. The team worked upstream with growth and product partners, setting message direction rather than executing it after the fact.
My Results
- Directed creative for Bonafide's transition from DTC to national retail at Target — now the #1 growing brand in its category
- A Strong Foundation. A new brand system — packaging, visual language, and product photography — gave Bonafide a presence built to compete on a national shelf. Less than a year after launching at Target, it became the fastest-growing brand in its category.
- A Proven Strategy. A structured testing program turned creative decisions into evidence. Head-to-head, science-forward positioning beat simplified messaging — proving the brand's clinical credibility was a creative advantage, and giving every channel a validated direction.
- Scalable Systems. Validated direction only matters if it travels. New systems, shared frameworks, and a multidisciplinary team carried one coherent brand across retail, DTC, marketplace, social, and lifecycle — putting creative upstream of growth and product partners.
- Proven Capabilities. The Noctera launch put the full system to work at once: packaging, detail pages, and a 90-asset social program shipped into Target and DTC simultaneously. Noctera went on to overtake Revaree, the established bestseller, as the top-selling product.
- Future-Focused. As AI-mediated shopping emerged, the team structured Bonafide's content for agentic storefronts early — making the brand discoverable and high-converting in the channels the category is moving toward, well ahead of its peers.
Creative leadership without the full-time hire.
Let’s Talk
→
Selected Works
A
C
CONTACT
alexchennault /ət/ gmail /dɒt/ com
SOCIAL