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 case
• The neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 booth
• How Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophy
• Why Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorption
• Why Noon initially failed at conventional grocery retail, and what that taught Jane about her category
• How Noon's nationwide Target rollout differs from a typical CPG retail launch strategy
• Why Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppers
• The unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and others
• The difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product design
• Jane's advice to wellness founders: hold onto integrity and long-term thinking in a crowded, trend-driven category

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Episode Links:

• Jane Kate Wong LinkedIn: www.linkedin.com/in/janekatewong
• Noon World LinkedIn: www.linkedin.com/company/noonworld
• Noon World Website: www.noon.world
• Noon World Instagram: @itsnoon.world
  
  

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• Episode music by Super Fantastics