Why This Architect is Choosing to Build a National CPG Wellness Brand

In this Founder Feature, host Caitlin Bricker sits down with Jane Kate Wong, founder of Noon World, a cognitive wellness company making dual-layer gummies designed for mind, mood, focus, chill, and sleep.

Jane's path to Noon ran through architecture, where she designed urban planning projects, high-end residential and commercial spaces, and cultural centers, before moving into interaction design at Nike, Google, and Apple. After burning out from that work, she built Noon as a culmination of her interests in design, technology, and health, focused on what she believes is the next frontier of wellness: cognition. Her design background shows up everywhere in the brand, from the minimalist, neuro-aesthetic booth that stood out at Expo West 2025 to the scientifically engineered dual-layer gummy format built for better bioavailability.

Caitlin and Jane dig into why Noon deliberately avoided conventional grocery retail early on, what led to a nationwide Target rollout instead, how the brand uses UGC and partnerships with names like Valentino and Adidas to build trust without traditional in-store demos, and why she believes patience and integrity, not fast wins, are what will separate lasting wellness brands from the rest.

Listen in as they discuss:

What Noon World is, and how it's built around cognitive wellness rather than a single use caseThe neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 boothHow Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophyWhy Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorptionWhy Noon initially failed at conventional grocery retail, and what that taught Jane about her categoryHow Noon's nationwide Target rollout differs from a typical CPG retail launch strategyWhy Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppersThe unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and othersThe difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product designJane's advice to wellness founders: hold onto integrity and long-term thinking in a crowded, trend-driven category

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