proxy wellness
Disrupting the Mental Wellness Space with Bold Branding & Packaging
How can an influencer use her platform to normalize anxiety and panic, while also finding an alternative to traditional pharmaceuticals—for herself and her community?
For founder Roxanne Kaiser (@rickyrox_), mental health has been a lifelong journey. As her influence grew on social media and Netflix, so did her anxiety and panic attacks. She began openly sharing her experiences, creating a judgment-free zone where her community could relate, connect, and heal.
But beyond fostering conversations about mental health, she sought real solutions—alternatives to pharmaceuticals that aligned with her lifestyle and values. This led her to create PROXY Wellness, a brand focused on plant-based mental wellness supplements made with herbal botanicals instead of pharma ingredients.
The challenge was clear:
Create a brand and packaging identity that speaks to Gen Z and millennial consumers.
Make mental health more cool, edgy, luxe, and unapologetically relatable.
Design packaging that drives brand awareness, community connection, and trial.
Services:
Concept to Innovation
Naming
Formulation
Manufacturing Search
Market Research
Brand Strategy + Positioning
Branding
Packaging Design
Computer Generated Imagery
Social Media
Launch Plan
Shopify Ecommerce
To build a disruptive yet purposeful brand, we created PROXY Wellness as a statement-making movement—one that challenges traditional norms in mental health conversations and solutions.
A Brand That Makes Mental Health Conversations Cool & Relatable → The visual identity needed to feel edgy, unapologetic, and community-driven, while remaining inclusive and supportive.
Packaging as a Driver of Brand Experience → The design had to translate seamlessly across social and digital platforms, reinforcing PROXY’s mission while encouraging organic sharing and engagement.
A Bold Color Palette with a Purpose → Leading with mental health awareness green, we incorporated caution-tape-inspired elements to symbolize PROXY’s fearless approach to breaking mental health stigmas.
Typography with Intentional Disruption →A 45-degree logo rotation creates intrigue, driving consumer interaction. The "X" in PROXY subtly references the European pharmacy cross, reinforcing PROXY’s alternative approach to wellness. Inspired partially by XANAX branding (Helvetica), the typography playfully nods to big pharma, while maintaining a modern, minimalist Gen Z aesthetic.
SKU-Specific Emoji Expressions → Each product features a distinct emoji, adding a friendly, approachable layer that resonates with consumers.
Sustainable Packaging as a Statement → We chose an eco-friendly 100% compostable film pouch instead of a plastic jar, reinforcing the brand’s connection to natural ingredients and sustainability.
The Results
PROXY Wellness isn’t just another supplement brand—it’s a cultural movement designed to challenge the status quo of mental wellness.
A bold, standout brand identity that makes mental wellness approachable, empowering, and judgment-free.
A packaging system that goes beyond design—it’s a conversation starter, helping consumers engage with mental health in a more open, relatable way.
Sustainability-led packaging innovation that aligns with the brand’s commitment to clean, plant-based wellness.
A brand that fully embodies Roxanne’s mission—to normalize mental health, foster inclusivity, and provide real alternatives to traditional pharma.
By combining a strong brand voice, disruptive design, and sustainability-driven packaging, PROXY Wellness is changing the way we talk about mental health—and how we take care of it.
"Fenomenal helped bring my vision for PROXY Wellness to life in ways I never imagined. They didn’t just design packaging—they built a movement. Every detail, from the bold visuals to the sustainable packaging, reflects my mission to normalize mental health conversations and challenge outdated solutions. I couldn’t be more proud of what we’ve created together."
– Roxanne, Founder of PROXY Wellness
the takeaway
Mental wellness branding doesn’t have to be soft or clinical—it can be bold, unapologetic, and disruptive. By crafting a visually striking identity, aligning with Gen Z’s desire for authenticity, and prioritizing sustainability, PROXY Wellness has become a standout voice in the mental health space.
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