Tylenol Daily Care System (Preview)

Tylenol, a trusted acute-pain medication brand, was expanding into a natural supplements line. I was asked to help the brand move from pain relief into a wellness-led offering built around daily rituals.

The original packaging brief was too narrow for the shift the brand was making. Tylenol’s established medication language worked for an acute need, but it didn’t yet express the ongoing, preventative relationship people seek from supplements.

The pain-relief category promises an end: a pill that stops pain. Supplement buyers seek rituals and prevention, not an end.

Tylenol’s 60 years of trust weren’t built for that emotional connection. The opportunity was to retain the brand’s authority while creating a new feeling around how it could show up in someone’s everyday life.

I changed the natural supplements line’s design and voice to avoid medication aesthetics, with no clinical cues or pain imagery. Tylenol’s red and name already made its trust and recognition clear.

The direction shifted the focus to lifestyle and ritual: warm, unhurried, and lived-in. Trust was maintained by changing what the brand could show and how it could make people feel.

I created the positioning, visual system for print and digital, packaging architecture, and packaging design for the natural supplements line.

I shaped the strategic reframe, led the design execution on the winning direction, and aligned roughly 8 cross-functional stakeholders through a positioning workshop.

The direction won in competitor testing run by Marketing and was approved in 1 round.

Client: Tylenol (Kenvue)

Year: 2024

Role: Brand Design and Strategy

Team: In-house Self-Care Design team at Kenvue, alongside Marketing and Business partners.

Tools: Adobe Suite, Figma, PPT, Word, Excel, Wrike