Derrick Lin


Creative Agency: McLean Design
Project Type: Produced, Commercial Work
Client: Viance Nutrition
Location: Walnut Creek, CA, USA

A new alkaline-based weight loss system needed to carve out territory in the highly competitive dieting market and hired McLean Design to create a compelling brand and packaging system to elevate its natural cleanse program.

Following a comprehensive analysis of the category, MDI could clearly see what was missing. There were no complete diet systems that were truly all-natural, and only piecemeal elements that included harsh cleanses and questionable ingredients. That key insight helped the client commit to developing a full system of products not only for immediate weight loss but also accounting for long-term weight management, simplifying a difficult choice. The resulting brand, which MDI named Viance, is the blending of vitality and science, a credible approach to a vibrant, healthy lifestyle. The packaging is clean, bright, and embodies the simplicity of the program.

The change from a cleanse program to a complete diet system created more opportunity than anticipated. Online sales immediately hit a thousand dollars a day, then grew exponentially over the first year, with rave reviews and strong customer engagement. A motivational social media campaign and video-centric web site keeps this online exclusive in the news and growing.