Lief Raws was a nutraceutical raw-materials brand under Lief Organics. Lief Raws was built from the ground up: visual identity, named ingredient brands, full guidelines, a website, and a complete digital-marketing presence. It earned coverage in AP, BevNet, Nutrition Industry Executive, and Nutrition Insight before Lief Organics realigned its focus in 2025.
A sub-brand built to stand on its own.
Lief Raws needed to feel like its own brand while still living under Lief Organics. Earthy greens and clean whites emphasize the natural origins of raw ingredients meeting the precision of modern nutraceutical sourcing.
Premium typography, layered tints for flexibility, and full guidelines so distributors and internal sales applied the brand consistently.
Three ingredients. Three brands.
Instead of treating raw materials as commodities, the Lief Raws catalog gave its proprietary ingredients real identities. Oatzi, Biozomal, and Kōcha Bucha were designed end to end, cohesive within the Lief Raws system and distinct enough to stand alone in a formula.
Across the full line of six branded ingredients, I produced sell sheets, web pages, and sales materials. Together they kept the entire portfolio speaking with one voice.
Built to reach every audience.
A WordPress site was designed and built as both brand statement and sales resource. Email campaigns reached the existing Lief Labs network; LinkedIn and Instagram extended into industry pros and creators; digital ads ran in parallel.
The brand earned coverage across four industry publications:
A real run.
With Lief Raws, we took raw materials, which the supplement world tends to treat as commodities, and gave three of them their own names, marks, and stories.
Lief Organics strategically realigned in 2025 and Lief Raws wound down with it. The brand had a real run, and the work it took to build it is the part that travels.
Brand the inputs, not just the output
Most nutraceutical raw materials get sold as line items. Giving proprietary ingredients their own marks and names turned the catalog from a commodity list into a portfolio — easier to license, easier to remember, easier to defend in front of a formulator.
B2B brand guides do the talking when you’re not in the room
The audience was people who’d see the work in slide decks and email signatures, not on store shelves, including brand owners, formulators, and distributors. The brand guide was infrastructure making every sell sheet, handout, and cold email reinforce the same story.