LFHConsumer brand · Rebrand and growth
LanFam Health
A family’s formula, found by the people looking for it.
- Sector
- Family-made supplements
- Project
- Rebrand and growth
- Built on
- Shopify, Klaviyo, Google Search Console
The challenge
A supplement made by a family for one of its own, up against brands with far bigger budgets and far less to say.
The brief
Make it look like the family behind it, and help the people searching for answers find it.
LanFam Health is a family-founded supplement company that sells direct. It set out to look like the family behind the formula, and to be found by the people searching for answers.
01 · Project overview
Made at the family table.
LanFam Health began with a formula made for Maria, at the family table.
Founded by Fabio Lanzieri, Ph.D., and Maria Lanzieri, it sells one daily formula of thirteen standardized actives, with a subscription and a 90-day guarantee. The family needed an identity that looked like them, and a way to reach people without big-brand budgets.
02 · The opportunity
Plain science, not wellness talk.
The category is crowded with lifestyle brands, and buyers search for answers first.
LanFam had a real reason to exist, and the science behind it. The voice guide said it in one line: we are not a lifestyle brand pretending to care, we are a family who had no choice but to.
03 · Email and growth
Keep the people who start.
A supplement works over weeks, so the email teaches what to expect.
In Klaviyo we built the content kit, an educational series built on the evidence, and a flow that offers options before someone cancels. Alongside it sits a five-year growth plan covering practitioners, HSA and FSA buyers and retention.
04 · Identity and packaging
Rooted, then it grows.
The mark is a tree, the family tree from the strategy.
A three-lobed crown sits over a trunk with two branching roots, beside a bracketed serif wordmark. On the bottle the label splits in two: rooted in family, backed by science. Five rounds with the family got it right, and we directed the photography.
05 · The website
Answers first.
We designed the website around how people actually decide.
What is in it, why each ingredient is there and how long it takes. The thirteen actives each get their own explanation, Maria’s kitchen tells the founding story, and Letters holds the articles. We wrote the sitemap, the experience and every word.
06 · Search and content
Explain it, and show the sources.
From April 2026 we ran the search program.
Technical audits, keyword research, internal links and schema came first. Then the articles, each with cited research, an answer up front and its questions marked up for search, so every post explains the formula and shows its sources.
07
Keep the people who start.
Email that teaches what to expect, week by week.
What changed.
A brand that looks like the family behind it, and a library of articles that answer what people search for.
What we did
- Discovery session
- Personas
- Messaging and brand north star
- Three stylescapes
- Voice and tone guide
- Wordmark and tree mark
- Bottle label system
- Type and color
- Photography direction
- Sitemap
- UX and web design
- Web copy
- Technical SEO audits
- Keyword research
- Editorial plan
- 58 articles
- Schema
- Klaviyo content kit
- Educational email series
- Cancellation flow
- Five-year growth strategy
Running a business like LanFam Health?
Tell us where you are and where you want to go. It starts with a conversation, then your Flight Plan in writing.
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Elissa Carroll
A brand as calm as the paintings, and a gallery she keeps herself.