The primary ingredient in IBgard, a medical food for managing Irritable Bowel Syndrome, is ultra-purified peppermint oil–GGB knew instinctively that the package had to be green. The emboldened, gilded logo is surrounded by a shield shape to instantly communicate that this product guards fast and strong against IBS. Using our proprietary principle, we followed the sequence of cognition from color (green), shape (shield), symbol (pill capsule), and word (“Gentle, Fast, Reliable”) to create a package design that feels as though the product will already soothe, protect, and work before it is even digested.