Introduction

Heey! is a vegan, plant-based protein designed for shakes, smoothies, and bowls. My role as product designer was to create a brand identity and packaging system that felt clean, modern, and approachable for health-conscious consumers.

The Challenge

Stand out in a crowded health & wellness market.

• Communicate purity + sustainability without looking generic.

• Balance approachability (fitness beginners) with sophistication (serious enthusiasts).

The Approach

Built a minimalist visual identity: soft pastel colors, clean typography, and natural iconography.

• Designed eco-friendly packaging with recyclable materials.

• Positioned the brand around sustainability + everyday wellness.

The Solution

Packaging design that reflects purity + natural ingredients.

• Soft pastel palette creating a calm, modern feel.

• Clean layouts highlighting nutritional transparency.

The Impact

• Created a brand that resonated with health-conscious and eco-minded consumers.

• Despite the crowdfunding campaign not reaching its goal, the product gained strong interest and positive feedback from its target audience.

• The project proved the effectiveness of design-led brand strategy in attracting attention and building credibility.