Biotus — Comprehensive Brand Design Support
Biotus is a major Ukrainian retailer of vitamins and dietary supplements with an extensive network of physical stores and a strong online presence.
I’ve spent over 9 years helping shape the Biotus brand. My work covers the full spectrum of brand development—from UI/UX and digital solutions to tangible packaging and offline marketing.
UX/UI
E-commerce Platform Redesign
The main goal was to transform a complex multi-page resource into an intuitive shopping tool while preserving a high level of information.
The new website design focused on simplifying product discovery and purchase:
redesigned navigation and catalog structure
improved filtering and checkout flow
visually optimized product cards for faster comparison
Homepage
1
Moving from single banners to a grid layout increased promotion visibility by 40%.
2
Quick links to popular and commercially vital sections were added.
3
A "By Needs" carousel was implemented, simplifying the search for solutions to specific health issues rather than specific supplements.
Below, the layout includes a popular brands carousel, seasonal recommendation blocks, featured products, and a categorized blog section.
Unfinished Swipe Principle
Part of the second banner in the mobile view encourages users to explore more offers.
Search & Zero-Query Scenario
Search was treated as a distinct product scenario, not just an input field. Before typing, users are presented with trending categories and key sections, speeding up the selection process and reducing frustration.
Menu
The site menu provides quick access to the catalog, login/account areas, service sections, and auxiliary functions.
Product List
Smart Filtering: Moving frequently used parameters to a horizontal stack freed up space for an extra product column. Secondary filters are tucked into a sidebar to avoid overwhelming the user.
Product Tile
The key goal was to maintain a lightweight interface even with a large number of products.
Interactive actions — Add to Cart and Add to Favorites — appear on hover.
This keeps the card visually clean while clearly guiding users to the next step when interacting.
Product Page
The product page was designed as the main purchase decision point.
The goal was to remove doubts, simplify selection, and guide users toward adding the product to the cart without overwhelming the interface.
Combo offers
Increasing the average store check
Other Website Sections
All key pages and service scenarios were redesigned:
loyalty program promo pages
nutritionist consultation service
health condition guide with vitamin recommendations
large educational and reference section
user account with features to:
track orders
participate in loyalty programs
manage reviews
edit personal data
The final result is a functional, modern, and visually lightweight website focused on user tasks rather than excessive graphics.
B2B Platform for Wholesale Clients
A separate website for wholesale clients was designed as a working tool rather than a marketing showcase.
Focus areas:
catalog optimized for fast cart building
quantity inputs directly in product lists
products already in the cart highlighted with color
display of individual wholesale and recommended retail prices
redesigned user account with loyalty program
Graphic Design
& Brand Support
Ongoing monthly brand support includes a wide range of promotional materials:
website and advertising banners
print materials: posters, leaflets, shelf wobblers
retail store design (signage and navigation)
and more.
BIOTUS
Packaging Design
The project involved creating a unified visual system for a range of products with different purposes and compositions. The design emphasizes cleanliness, readability, and visual hierarchy, making it easier to navigate within the product line and highlighting the functional differences between the products.
Graphic Element
The central element — concentric circles — symbolizes a focus on health and the systemic impact of the product on the body.
Color Coding
Each product category received its own bright color accent, making it easier to find products on the shelf.
Adaptability
Flexible label layout adapted for different packaging formats — from narrow bottles to wide jars.
Collaboration Results
Long-term cooperation with Biotus helped build a consistent brand design ecosystem — from interfaces and marketing materials to packaging and B2B solutions.
The project became an example of a long-term design approach where design evolves together with the product and business goals while maintaining brand consistency and recognition.