From innovative formulas to quality manufacturing, Thorne has always represented optimal personal performance. Throughout our 40-year history, so much has changed, like our logo and our label design, but throughout it all, one thing remains the same: Thorne’s integrity.

My name is Cheyenne Eggert, Thorne’s Creative Design Manager. Much of my job involves maintaining and evolving Thorne’s visual brand identity. I’ve been a member of our creative marketing team since 2016. Since then, our visual identity has evolved to better serve our customers and our market. My challenge as a designer has always been: How do you design a brand that captures the desires of consumers but also maintains our steadfast commitment to the pursuit of science? 

Infusing Thorne’s integrity into all aspects of the brand

Our products are simple in the sense that each formula has what exactly you need, and that’s it. No fillers, no fluff, no unnecessary ingredients. 

Every formula is guided by Thorne’s “No List,” which defines ingredients that we refuse to use in any product, highlighting that we care about what’s in the product as much as we care about what’s not in the product.

Much like our desire to distill everything down to a quality product, we take the same approach when creating an visual identity for our products, labels, and advertisements. 

How Thorne’s product label are created

Thorne’s identity is centered on the science of what’s in a product. We also care about what’s on the product – the label artwork. Other than the iconic Thorne logo, the key feature of Thorne’s visual identity is what we on the creative team call “the splash.” 

Did you know that each product has its own splash based on its formulation?

If you’ve never thought about it before, take a moment now to compare the splashes of our vitamin B suite to our magnesium supplements. 

The splash for the B vitamin suite features a turquoise palette, with a swirling fluidity that hints at the science of water-soluble B vitamins. The magnesium splash, meanwhile, has sharp edges and uses earthy, metallic colors that evoke magnesium’s rocky nature.

Creating this look was an exercise in finding a future-forward look that also honored the past. 

I think it’s important to note that our branding now is an evolution of that and where we came from and not something to entirely be forgotten. Prior to Thorne’s rebrand in 2018, when we started selling direct to consumers, we sold our products primarily to health-care practitioners. Our label artwork of that era reflected our status as a practitioner-exclusive supplement brand. 

But design is something that can become stale over time. Marketing trends, like fashion, are always coming and going. 

Today’s label splashes are an evolution of pre-2018 Thorne, or what I like to call “Retro Thorne.” 

As the #1 recommended clinical brand, we didn’t want to update our visual identity to adopt a look that abandons that trusted clinical identity. Our new look had to retain Thorne’s reputation of integrity that made us the industry leader in personalized scientific wellness for more than 40 years. We kept similar colors and the suggestively organic imagery, while giving a modern lift and premium feel that also feels timeless. By honoring our heritage and embracing our new era of growth, we were able to create a fun, new label.

Thorne has always been known for premium formulations, and our visual branding reflects that more so now that we have expanded outside of practitioners-only to appeal to retail consumers. 

From a two-person team to a nationwide creative network

As the Creative Design Manager, I am a member of Thorne’s marketing department. 

When I started at Thorne in 2016, Thorne’s creative team was essentially me and one other person based in Madison, Wisconsin. Fast forward to 2020. Our now more-robust creative team had just launched Thorne’s first-ever cross-country campaign, “Health, redefined.” Seeing my team’s work for the first time in New York City and in Los Angeles felt so surreal and made me incredibly proud to see how far we had come in just a few years. Fast forward again to 2025, our marketing team has grown to 20+ people, and our campaigns have become even more impactful.

Seeing our team’s work “in the wild” – from billboards and digital out-of-home displays to organic social posts and online ads – I am incredibly proud of what we have all accomplished. Each year, Thorne is more recognized, carries out bigger campaigns, and has more creative resources to advance my team’s creative goals.

Our team has grown and transformed in so many ways, and I am continually humbled by the talent, perseverance, and passion by everyone on the creative and marketing teams. I have seen many people come onto the team, but not as many people go. Once someone joins the team, they tend to immediately get the same sense of pride and enthusiasm working for a company like Thorne because they understand what we present on the outside is how we are on the inside too. We believe in giving only the best, and we are proud to show it. 

Integrity, firsthand

Outside of my design role at Thorne, I am so grateful to work for a company I truly believe in, especially having seen the behind-the-scenes magic in person. 

One of the most foundational experiences that helped me identify Thorne’s visual character was going on a tour of our South Carolina campus. It really inspired our entire team to further infuse integrity into every touchpoint of the brand. 

My tour was led by Tom McKenna, who was Chief Operating Officer at the time. He led us through each building to showcase not just our mixing and encapsulation facilities but also our state-of-the-art science labs. He explained to us how raw ingredients, bottles, scoops, and lids are received and quarantined before use, to await testing that would affirm the identity and quality of each. We will reject batches of raw ingredients because they are not up to our standards, and sometimes that means our products need to go on backorder. 

It was an eye-opening experience to see the lengths we go through to ensure complete quality control on every batch and bottle. Thorne truly cares more about the quality of our product and what our customers are getting than making a sale.

Many of our customers are aware of our dedication to high-quality ingredients, but being on the inside and seeing that our philosophy is not a marketing ploy, but a true core component of who we are, makes me very proud to be a part of the team.

Thorne will continue to evolve and grow, and the goal is to make sure the branding will evolve along with it. 

While our branding may change and evolve as time goes on, the core of who we are at Thorne – and that integrity we present – will continue to be the same.