Ingredient AI

Ingredient AI is a reasoning platform for supplement formulators. Ask a real question about an ingredient, formula, or regulation, and a cited answer comes back in minutes.

Working collaboratively with the internal team, we helped expand the digital components of the brand (developed by Smith & Diction) to create a beautiful site that matched their software, and highlighted the richness of the natural elements + ingredients they help formulate.

These petals do double duty as brand texture on the marketing site and raw material for every generative background, video loop, and section divider that follows.

This felt original and allowed us to avoid using stock imagery. Each image in the system traces back to the same botanical source library, generated and directed frame by frame.

The frosted glass became one of the brand's new signature textures, something rougher and more atmospheric than liquid glass, and closer to condensation on a greenhouse pane. It shows up over hero imagery, card backgrounds, and navigation surfaces throughout the site, always slightly in motion.

Ingredient AI’s rebuilt typography pairs a warm, personality-driven serif set for body copy. For the AI agent's responses we wanted the text to read like a well-styled research paper. Founders Grotesk served that purpose as well for interface labels, navigation, and data. Both faces carry warmth to keep the brand feeling approachable, not clinical.

For color, we moved the palette away from cool neutral grays and back to IngredientAI's foundational warm grayscale. We led with a charcoal that reads more like old film than stark black and is anchored by a single confident accent rather than a scattered rainbow of them. The jewel-toned botanical imagery is where the brand gets to be loud; the interface stays quiet so the data can be the hero.

A custom-rendered floating capsule anchors the homepage. We generated the 3D caspsule in soft, glassy green, hovering inside a diffused, pixel-textured bloom of light that reads like a macro shot of a leaf gone slightly out of focus. This is meant to show the magic of what Ingredient AI does within the supplement category.

The homepage opens with the anchor line, "Formulate in minutes, not months." Underneath this brand promise, we used a positioning sentence and one clear entry point (Request a Demo) before the page moves into proof. For credentialization, we highlighted their impressive customer logos, then six value pillars that map directly to how IngredientAI's own team pitches the product on sales calls.

Each pillar pairs a plain-language capability with a live interface fragment: a formula concept card with a study chart and a claim like "Helps support and maintain healthy blood glucose levels," a supplier sourcing table priced down to cost-per-kilogram for named ingredients like CalmRoot Ashwagandha and Zenamine L-Theanine, a regulatory panel citing FTC guidance directly on the page.

One of Ingredient AI's core products is a reasoning agent, designed in-house, led by Jacob Jolibois. A user asks a question, and the platform answers with a substantiated, cited response instead of a black box.

On the marketing site, we brought that conversation forward as a hero moment so it's the first thing new visitors see the product do.

The product's home screen sets a quiet tone via a serif-led welcome message, an inviting open prompt field, and four entry points into Formulate, Market, Research, and Regulation.

We carried the same restraint through the marketing site to help the two properties read as one.

We helped round out Ingredient AI's full atomic component library, assisting with the buttons, chips, tables, cards, CTAs. The system features a deliberate nod to the industry the business serves.

Its sharp, zero-border-radius edges echo a supplement facts panel or a lab spreadsheet, and we carried that same precision through the marketing site so the two properties read as one system.

A custom iconography system built pixel by pixel nods to the analog, almost punch-card precision of formulation data, sitting deliberately at odds with the softness of the botanical imagery around it.

This system provided IngredientAI a visual language that feels both influenced by scientific instruments and field-journal sketches. The digital expression of the brand scales from a sixteen-pixel interface glyph up to a full bleed custom-rendered video.

IngredientAI already had significant real customers and proof points before this project started. Our job was to represent that trust at the level the new brand demanded. The customer logo wall and testimonial section carry named brands like New Chapter by P&G and Nordic Naturals, each backed by a short video testimonial rather than a pull quote alone.

Little Plains rewrote each line of copy on the site, working directly from how IngredientAI's leadership pitches the product on live sales calls. The anchor idea, "formulate in minutes, not months," runs through each pillar, claim, and microcopy moment on the page. The copy is honest about what the AI does (get you 90 percent of the way there) and doesn't do (replace your formulators, your regulatory team, or your judgment).

We wanted to bring motion to the each section of the site to showcase the dynamism of the business. Buttons expand on hover with a visible border sharpening into focus, backgrounds brighten a half-step when a card is active, and the frosted glass over hero imagery pulses gently in and out of focus rather than sitting fixed.

Even the fade and vignette around the hero capsule were built to feel like "peering into something."

The overall Ingredient AI brand system, content, and relaunched digital presence were an exercise in using traditional best practices and bleeding-edge generative technologies.