Spindle

Spindle started with a business question rather than a branding one.

As Samyang explored healthcare as a new growth area, the challenge was to create something credible beyond food without ending up as another generic supplement brand.

Before defining the name or identity, the business needed a clear point of view on what kind of health brand it wanted to become.

I led the brand strategy and creative direction of Spindle, working across proposition, naming, identity and design as the new healthcare business took shape.

My role was to translate a relatively complex scientific ambition into something consumers could understand, while keeping the brand broad enough to expand beyond its first product.

We built the brand around metabolic health rather than around an individual ingredient or symptom.

The idea of metabolic flexibility gave Spindle a broader platform, with mitochondria as an underlying scientific story rather than the consumer-facing brand itself.

The name Spindle — an axis around which something moves — reflected that idea of an underlying system that keeps energy and the body working.

The identity was intentionally closer to a contemporary health and lifestyle brand than a conventional functional-food supplement, while retaining enough scientific credibility to support the proposition.

Spindle launched in 2026 as Samyang’s first dedicated healthcare brand and established a platform that can extend beyond a single product into a broader metabolic-health portfolio.

It is still an early-stage business.

The more meaningful measure of success will be whether that platform proves capable of expanding across products, markets and consumer needs over time.