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Case Study

Case Study

Enhancing Dr. Morse’s Brand

Timeframe: July 2024 - January 2025

Case Study

Enhancing Dr. Morse’s Brand

Timeframe: July 2024 - January 2025

The Backstory

The Backstory

The Backstory

Dr. Robert Morse is known herbalist doctor located in Port Charlotte, Florida. His legacy of labels, design and print work was handed down to be through 2 designers that worked with him. My previous successors entrusted me to continue creating and bringing his unique legacy to life. He has over 50 years as a traditional naturopath, biochemist and a master herbalist.

Robert is a simple, but complex man with big ideas, and I'm truly honored I've been able to help him all these years. Through countless proofs and more revisions than I can count, we finally settled on a design that will be his new brand of Handcrafted Botanical Formulas & Morse's Health Center.

Processes

Originally starting as Dr. Morse's Herbal Health Club (originally), this is currently the 3rd version of his labels. The owner of MonarchDIRECT came to me and was ecstatic that Robert was making a comeback into the label world after selling his previous venture. This was going to be completely from scratch. I immediately got to work and started brainstorming of what I could do to improve his business, profits and a unique design that's exclusive to Dr. Morse.

First photo on the left: first proof sent to the Morse Team
Second Photo: Proof timeline & workflow approximately 2 months in

Method/Findings & Discussion

Research Problems:

1. Timeframe & Timeline

Robert's team was very anxious and straight forward about timeline being as streamlined and as quickly as possible. His project immediately took priority to the best of my ability. He wanted this design to be finished by mid of 2024 (October-November). But, due to unforeseen circumstances beyond my control - that unfortunately did not happen. Increased workload on my end and periodical pauses, did delay the process a bit.

2. Priorities Shifted

As previously stated, the label design did take precedence in all other aspects. Such as - bumping other design projects and not fulfilling previous promises to other clients, this did create some tension between me and frustrated customers.

3. Design Ping-Pong

Everyone wants their design to be unique and tailored to them, which is exactly what I was doing for Robert. Being that he had a specific vision and was very meticulous about what he wanted, we ended up going to about 12 physical proof copies before reaching a verdict on label design. This also included producing signage for Dr. Morse and then having him want to change one of the logos a couple of months down the line.



Workflow / Thought Process:

1. Homegrown | Rustic | Handcrafted

Being that Robert had a very clear image of what he wanted, he explained that he wanted a rustic feel that would make it feel like these herbs are being grown in the countryside. With a old wooden barrel feel to feel like this blend was made for them. This also makes the consumer believe that these herbs were cultivated in a rural area like the mountains of Tennessee, which was another big part of his vision. I believe I excelled in this portion as to where he could not decide which version of the label he liked more.


2. Organization

My previous successors had set me up for success by implementing a way to keep all the labels organized. Since early 2018, we have created binders that are color coded with tabs. This way we can separate tinctures, capsules and others. The labels are organized alphabetically with a vendor proof, batch number and revision number. I recently added in the barcode master sheet so it can be cross referenced afterwards. I'm still working on a way to implement all the ingredients for each label for easy quality check after the labels are completed.

3. Workflow

I started out my thought process as any designer does, with tons of realistic inspiration. I was going for a more older and vintage apothecary feel. This resulted in hours of online research of other brands that formulate tinctures, capsules, etc. I was very gung-ho about making something unique and different that would flow with the 2 logos I created for him.


First photo below: First official sample given to Dr. Morse

Second Photo below: Batch #1 printed and ready to be given to client



Research Problems:

1. Timeframe & Timeline

Robert's team was very anxious and straight forward about timeline being as streamlined and as quickly as possible. His project immediately took priority to the best of my ability. He wanted this design to be finished by mid of 2024 (October-November). But, due to unforeseen circumstances beyond my control - that unfortunately did not happen. Increased workload on my end and periodical pauses, did delay the process a bit.

2. Priorities Shifted

As previously stated, the label design did take precedence in all other aspects. Such as - bumping other design projects and not fulfilling previous promises to other clients, this did create some tension between me and frustrated customers.

3. Design Ping-Pong

Everyone wants their design to be unique and tailored to them, which is exactly what I was doing for Robert. Being that he had a specific vision and was very meticulous about what he wanted, we ended up going to about 12 physical proof copies before reaching a verdict on label design. This also included producing signage for Dr. Morse and then having him want to change one of the logos a couple of months down the line.



Workflow / Thought Process:

1. Homegrown | Rustic | Handcrafted

Being that Robert had a very clear image of what he wanted, he explained that he wanted a rustic feel that would make it feel like these herbs are being grown in the countryside. With a old wooden barrel feel to feel like this blend was made for them. This also makes the consumer believe that these herbs were cultivated in a rural area like the mountains of Tennessee, which was another big part of his vision. I believe I excelled in this portion as to where he could not decide which version of the label he liked more.


2. Organization

My previous successors had set me up for success by implementing a way to keep all the labels organized. Since early 2018, we have created binders that are color coded with tabs. This way we can separate tinctures, capsules and others. The labels are organized alphabetically with a vendor proof, batch number and revision number. I recently added in the barcode master sheet so it can be cross referenced afterwards. I'm still working on a way to implement all the ingredients for each label for easy quality check after the labels are completed.

3. Workflow

I started out my thought process as any designer does, with tons of realistic inspiration. I was going for a more older and vintage apothecary feel. This resulted in hours of online research of other brands that formulate tinctures, capsules, etc. I was very gung-ho about making something unique and different that would flow with the 2 logos I created for him.


First photo below: First official sample given to Dr. Morse

Second Photo below: Batch #1 printed and ready to be given to client



Acknowledging Limitations

Study Conclusions:

1. Just warming up

As of now, we are currently working on the 5th round of labels for Dr. Morse. I have created new signage, print material & approximately over 90,000 labels for his brand. He has a current waitlist of thousands of people that are waiting to have these new formulas. He is still rolling out this new design and has big plans including launching a pet version!

2. What Would I Have Done Differently?

I took this project on to challenge myself to think outside the box and step out of my comfort zone, but to also show Dr. Morse that I am more than capable of designing what he needs.

If I could have done things differently, I would have:


• Gotten proofs & samples out more urgently

• Structure & organize my workflow and thought process

• Worked more closely with his team for efficiency


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