Clear Choice Labs

Clear Choice Labs combined at-home DNA testing with holistic life coaching, creating an unusual design challenge: the brand needed to communicate credibility without falling into the cold, clinical language common to the category. I developed a warmer visual system built around organic forms, a bold green-driven palette, custom patterns, and trust-building iconography, then extended that language across packaging and supporting brand collateral. The primary mark combines a simplified DNA helix with a forward-facing arrow, connecting the science behind the service with the idea of personal progress. Together, those elements created a flexible identity that could make technical subject matter feel more accessible while supporting the company’s natural, client-centered approach.