Noon: Building a Performance Wellness Brand

In this episode, we sit down with Kate Jane Wong, co-founder of Noon, the wellness brand redefining what a gummy can be. With a background in branding and an eye for consumer behavior, Kate shares how Noon is breaking through one of the most saturated categories in wellness: gummies.We unpack how the team approached product formulation, visual identity, and positioning to carve out space in a crowded market, while avoiding the clichés that dominate the aisle. From building trust with a design-first approach to resisting industry shortcuts, this conversation provides a playbook in launching a modern wellness brand.