Trace Minerals
Minerals keep you moving.
Cheers to breaking conventions, embracing flavor, and raising a glass to the art of brewing. Elevate your palate!
Services
Industries
Year
Website
How it started
Some brands earn their place over decades, and Trace Minerals is one of them.
Founded in 1972 and sourced from the mineral-rich waters of the Great Salt Lake, one of the earth’s most complete natural reservoirs, Trace has spent more than 50 years building trust as a leader in essential mineral supplementation. But even the strongest legacies reach a moment that asks for reinvention.
When we began our collaboration in May 2025, the challenge was as inspiring as it was delicate: how do you modernize a brand with over half a century of history, connect it with new generations, and finally give minerals the spotlight they deserve, without losing the credibility and trust Trace has earned along the way? Because in a world where vitamins tend to take all the credit, the truth remains: minerals do the work.
Goal
Our mission was to unlock the soul of Trace and translate more than 50 years of science into a story people could feel.
We began by defining the brand’s essence, Sparking Vitality, and building a strategic foundation that connects purpose to action: from a bold aspiration to remineralize the world, to a promise to keep every body in motion, to a clear and memorable claim, minerals keep you moving.
From there, we set out to reposition minerals as fundamental to human vitality, as essential as protein and hydration, and to bring that idea to life through a complete brand redesign and a fresh creative direction.
The goal was to honor Trace’s heritage and scientific rigor while giving the brand a modern, warm, and energetic identity, one built around movement, nature, and the belief that wellness is motion.
Result
Together, we shaped a renewed brand strategy, identity, and creative direction that carry Trace's science with clarity and human warmth.
We articulated the brand essence, manifesto, personality, and archetypes, then translated that strategy into a modern visual world, an art direction rooted in movement, everyday life, and the vitality minerals make possible. Anchored by the line “Minerals keep you moving,” the refreshed brand now comes to life across its design system, digital experience, and product storytelling, reintroducing a 50-year-old company to a new generation while reaffirming what it has always stood for. This is the beginning of an ongoing partnership, and a reminder that with the right foundation, even a legacy can spark new vitality.
Here’s to many more years of movement, science, and impact with Trace Minerals.
