True Citrus had already established itself as the leader in water flavor enhancers — built on a mission of making health and wellness an easy yes for consumers who struggle to drink enough water. The next step was a natural evolution: a new line of vitamin-enhanced wellness powders that extended that mission into functional health benefits. The opportunity was significant, and so was the creative scope.

Freshmade came in at the earliest stage, helping name both the brand and individual products before a single package existed. The design system was built to feel like a complementary extension of the True Citrus family — familiar enough to carry existing brand trust, distinct enough to signal a new level of functional benefit. The portfolio spans fiber-infused to immunity-focused formulas, and the packaging communicates both the authenticity of real ingredients and the juicy, delicious flavor that makes actually using a wellness product feel like something worth looking forward to.

Beyond packaging, Freshmade developed influencer unboxing experiences and product imagery that gave the brand a social-ready visual language from day one. The creative work was built to travel — across retail shelves, digital platforms, and earned media.

The launch delivered immediate results: Walmart picked up the line upon introduction, and the brand earned a feature on the NBC Today show. Freshmade served as the lead agency responsible for naming, brand development, and packaging design for the True Citrus wellness powder line.