When creating the branding for The Doctor's Orders my targeted audience was health-conscious retirees. Through my research here is what I learned about this demographic: Retirees are between the ages of 67-100 (in order to collect social security). Presumably, they are health-conscious, without running the risk of sounding morbid, in order to stay alive. Probably, these people are not on the Internet, and can not look up or learn about health fads. These retirees want something with clear intentions and ingredients. I think the smartest way to appeal to retirees who are careful about their food choices is to be very transparent about the ingredients and keep the ingredients minimal. They don’t know about fad diets like Keto or Whole30, so there's no use playing into that kind of health consciousness.