Clear Choice Labs

Clear Choice Labs, an all-natural DNA testing lab from the Pacific Northwest, wanted to set themselves apart from the sterile, corporate competition. They offer in-home testing kits alongside holistic life coaching services, so their brand needed to feel approachable and supportive, guiding clients on their health journeys. Tasked with designing a full brand identity, including a logo, color palette, packaging, and additional branding elements like patterns and “trust-building” icons, I aimed at reflecting their natural, client-centered focus.

Green was used to symbolize growth and wellness, creating an inviting-yet-bold aesthetic and palette that avoided the clinical look. The logo utilizes organic shapes to emphasize their holistic approach, featuring a stylized DNA helix displayed in a manner that creates a forward facing arrow along right-side representative of the customer’s improvement and recovery. The cohesive, standout brand identity helped Clear Choice Labs connect with their audience in a meaningful way, boosting client trust and engagement.