CHALLENGE

MegaFood needed to transform its premium vitamin and supplement brand to appeal to a broader range of consumers. The goal was to reflect a new brand positioning, simplify navigation, and stand out in a crowded, often confusing category across multiple channels.

SOLUTION

I built a flexible brand architecture that streamlined the portfolio through clear categorization while modernizing visuals and protecting key brand equities that loyal consumers recognize. To reinforce MegaFood’s core values, I directed hand-crafted fruit illustrations that connect nutrients back to real food sources and trusted farmer partnerships. I also developed a scalable design system that prioritized information hierarchy, improved readability of purchase-driving details, and balanced heritage with contemporary appeal. The result: a refreshed identity that strengthens loyalty among existing users while attracting new, quality-focused audiences.

TEAM

HBX Branding

SKILLS

Brand Strategy | Art Direction | Cross-Functional Leadership | Design Systems & Architecture | Adaptation & Mechanical Management | Illustration Direction | Production Coordination | Vendor & Agency Management