Our company is preparing to launch a new line of nutritional supplements under the name Whole Formulas.
What sets our line of supplements apart from other mainstream brands is that the products are plant-based, whole-food nutritional supplements, rather than synthetically manufactured supplements. Our audience is primarily vegetarian and are very concerned about harmful or unnecessary fillers or additives. They are very similar to the customers that shop at Whole Foods, in fact there is a great deal of overlap.
Consequently, our logo and branding must convey purity, safety and trust. Many competing brands look very clinical, which is something we would like to avoid, so our logo needs to look fresh, natural and contemporary.
In most cases our products will be in white plastic bottles with white caps.
We prefer san-serif fonts. We prefer logos with an iconic element that can be used by itself or as a watermark. We prefer a natural color palette.
Some keywords that might help you:
wellness, vitality, natural, plant-based, nutrients, wholistic