DIOME pares back its supplement packaging with restraint and rigour — The Brand Identity – Home of the Greatest in Graphic & Brand Design
DIOME develops supplements grounded in Systems Biology, a scientific approach that treats the body as a network of interconnected systems rather than a set of isolated parts to be optimised one at a time. The brand’s first product, Rested, is a capsule that supports restorative sleep and the normal functioning of the nervous system. Its second, Grounded, arrives alongside this case study as the daytime counterpart: a 10ml liquid sachet that calms daily stress and is designed to be taken on the go at a desk, while travelling or between meetings. Together, the two are built to function across a 24-hour cycle, with Rested handling recovery at night and Grounded supporting calm and focus during the day.
Grounded’s launch has prompted a second iteration of DIOME’s packaging system, brought in-house under the direction of Victoire Colliou. The most immediate signature of the evolution sits in the colour. The boxes now carry a deepened, richer brown that pairs with the amber glass jar holding Rested and the foil sachet holding Grounded, all set against a clean off-white label. “Wellness brands often default to green as shorthand for natural, but we felt there was an opportunity to move away from that visual cliché,” explains Jianne Jamil, DIOME’s Founder. “Brown speaks to the earth just as honestly, but it also brings a sense of depth, richness that felt much more aligned with DIOME.”
The original identity already worked in brown, but the tone was lighter and softer than the brand needed it to be. Deepening it gives the boxes more presence on shelf and lets the system carry the weight of a science-led positioning while keeping it warm. That positioning is grounded in what the products actually do: Rested supports physical and mental wellbeing alongside sleep, with more than 8 in 10 people experiencing an improvement in sleep quality within the first week. The amber jar reinforces the balance from the other direction, drawing on the visual heritage of traditional pharmaceutical packaging, with the off-white label introducing restraint and clarity around it.
Designing the two products together rather than alongside one another was central to how the system works. Rested and Grounded mirror each other closely, from the text layouts and proportions of the labels through to the physical dimensions of the boxes when placed side by side, which lets the range read as a single system the moment the products sit next to each other. The team, however, worked against the conventions that often signal a paired range. “We deliberately avoided relying on overt day and night visual codes or other conventions that can feel too literal,” Colliou notes. Differentiation arrives through quieter means: the format itself does the heavy lifting, with the capsule jar reading as the nighttime object and the foil sachet as the daytime one.
Grounded’s sachet format is informed by how the formula works. The liquid combines four botanical extracts – hawthorn, lemon balm, California Poppy and passionflower – with three essential oils of lavender, lemon and bergamot, which activate the olfactory pathway as the sachet is opened and begin the calming response before the liquid has even been swallowed. In an independent, medically supervised UK real-world study in 2025, 96% of participants reported benefits within 15 minutes.
A single typeface holds the packaging system together. Klim Type Foundry’s Söhne handles every word on every surface, with scale, spacing and weight doing the work that multiple typefaces might otherwise share. “We chose it for its clarity, restraint and excellent legibility at very small sizes – an essential consideration given the amount of functional information supplements packaging needs to carry,” the DIOME team shares. “Its neat, highly rational feel aligns naturally with the brand’s rigorous, science-led positioning.” The single-typeface approach contributes to the pared-back, considered feel of the range, sitting alongside a wider set of simplifications that define this iteration.
Cleaner, more structured lines have replaced the original arched label on the jar. The secondary box has been redesigned with a sturdier structure and a more considered opening and closing system. The decorative icon that featured more prominently in the earlier identity has been retired, the team having decided it had started to feel unnecessary within a system moving towards greater restraint. Across wider brand touchpoints, Söhne is paired with Grilli Type’s GT Alpina for headings and more editorial moments, but on the packaging itself, it works alone.
The foundations of the identity were originally developed with ACNE Art Department, the studio also behind brands like Byredo and Westman Atelier. That early work gave DIOME the visual language it has been evolving since. Since then, the design work has moved entirely in-house, with art direction and identity development now led by Colliou. “What makes her perspective particularly valuable for us is her ability to hold both sides of what this brand is: the science and the lifestyle,” Jamil reflects.
Those dual values extend beyond the packaging into the way the brand is photographed and the environments it appears in. Some of the imagery has been shot on the farm in Provence, where many of DIOME’s ingredients are sourced, while the wider art direction sits closer to the tactile, lived-in language of premium beauty. On shelf in pharmacies and wellness retailers, the refreshed system is designed to feel credible and functional enough to belong, with enough restraint and intentionality to register as something distinct within the category.