Conscious Kitchen Brand Launch Design Lead & Direction
Brand Launch | Logo Design | Packaging Design | Brand Guidelines | E-commerce | Paid Media
Conscious Kitchen was a brand built from the ground up to bring plant-powered nutrition into Whole Foods Market. Designed for consumers who value clean ingredients, sustainability, and mindful living, every touchpoint was created to reflect the brand's belief that the choices we make, for ourselves and for the planet, matter.
Working closely with my Associate Creative Director, I helped shape the visual identity from its earliest stages. My logo concept was selected as the foundation for the brand, and I led the creative development across packaging, brand guidelines, e-commerce, paid media, and launch materials, creating a cohesive identity that carried from shelf to screen.
THE SOLUTION
Rather than designing another supplement brand that relied on loud performance claims, we built a visual identity that felt calm, intentional, and rooted in nature. Sustainable packaging, ingredient-inspired graphics, and a clean design system helped position Conscious Kitchen differently within the wellness aisle while appealing to the Whole Foods shopper.
Although the brand ultimately launched into the uncertainty of the COVID-19 pandemic, it achieved an important milestone by securing national placement in Whole Foods Market and remains one of my favourite examples of building a brand from concept to launch.
BRAND IDENTITY EXPLORATION
Beginning with an existing brand name and manifesto, I explored multiple logo directions before one of my concepts was selected. From there, I helped define the visual language, colour palette, typography, and overall aesthetic that would guide the brand across every touchpoint.
PACKAGING DESIGN SYSTEM
Designed the complete packaging system for launch products, balancing strong shelf presence with the brand's sustainability goals through recyclable materials, ingredient-focused graphics, and a clean visual hierarchy that scaled across multiple product lines.
BRAND GUIDELINE CREATION TO ENSURE CONSISTENCY
To ensure consistency as the brand expanded, I created a comprehensive set of brand guidelines covering typography, colour, imagery, packaging, and digital applications. The guide became the primary resource for internal teams and external partners, helping maintain a consistent brand experience across every channel.
PAID & ORGANIC SOCIAL LAUNCH DESIGN & CONTINUED MANAGEMENT
Designed the initial paid and organic social creative that introduced Conscious Kitchen across Meta, establishing the brand's visual voice through ingredient-led imagery and lifestyle storytelling. Following launch, I partnered with a freelance designer, copywriter, and social media manager to develop ongoing content ideas, provide creative direction and feedback, and manage the organization and delivery of monthly assets to keep the content calendar on track.
SMART FAT ENERGY BOMBS SOCIAL VIDEO