PainFix
- Branding
- Logo
- Photography
- Strategy
- Styling
- Website
- Creative Direction + Design: Amelia Lucero
- Strategy: Concept Bureau
- Web Design: Marlon Candido Souza + Amelia Lucero
- Photography: Still Co Creative
- Illustration: Jun Kit
- Creative Direction + Design: Amelia Lucero
- Strategy: Concept Bureau
- Web Design: Marlon Candido Souza + Amelia Lucero
- Photography: Still Co Creative
- Illustration: Jun Kit
Developed by Chinese Kung Fu masters over centuries, PainFix is a pharmaceutical-grade evolution of an ancient formula. Designed to work in tandem with movement, the product helps reduce inflammation, accelerate healing, and strengthen the body from within.
Reimagine pain management for a new generation. The brand needed to feel active, optimistic, and personal—something more lifestyle than clinical. The goal: create a system that promotes healing as strength, and possibility as a mindset.
The visual identity flips the script on pain care—moving away from symptom management and into personal power. Bold color, expressive type, and expressive illustrations bring energy to the experience, while curated studio portraits and archival family photography ground the brand in lived experience. The result is a system that feels active, clear, and completely fresh.
Branding
Honoring the roots of Chinese medicine while speaking to today’s wellness consumer. The identity plays with balance—within the body and the brand—using negative space and symmetry to evoke strength and flow. The Chinese character for “fix” anchors the system, while a nature-inspired palette brings energy and warmth. A nod to tradition, with eyes on what’s next.
PACKAGING
The packaging system reinforces the brand’s active, optimistic feel—clean layout, bold type, and high-impact color designed to stand out in a medicine cabinet or gym bag. Functional, energetic, and grounded in the belief that healing doesn’t mean slowing down.
Digital
The digital experience centers around choice, guiding users to build a regimen that fits their body, pace, and goals. The interface is clean, responsive, and easy to navigate, designed to simplify decision-making and support action.
ILLUSTRATION
Custom illustrations encourage an active lifestyle and bring depth to the brand—capturing movement, strength, and the everyday rituals that support healing. Each line feels alive, echoing the idea that recovery is an active, ongoing process.
