Kennedy Garland, who runs Pharma Health, already had some idea of key ingredients to use in the graphic design of the site, such as a red-cross motif. He also wanted to use cool blues and greens, suiting the tone of a healing and natural business.

The focus of the site was always going to be the products themselves. Hence, the main page is dominated by large attractive buttons with product names and concise descriptions for people who know what they need, but not what its name is.

The product pages all follow the same basic design, but with "personality". By using a bespoke PHP template system, each page could provide content for its own mix of ingredients, such as a testimonial box, a link to a Success Story, or a product logo. Some layout code works through each set of choices to display both common and individual design elements.

As much as possible, Kennedy also shows information about the derivation of the plant or marine ingredients, so that customers can be more involved about what they are taking. An important tenet of the company philosophy is the "intelligent" extraction of raw materials. Just grinding up a plant does not automatically render the beneficial elements.