Location: United States
Project Type: Produced
Client: Mellis
Product Launch Location: Americas
Packaging Contents: Protein Powder
Packaging Substrate / Materials: Cardboard Tube
Printing Process: Digital Printing
Reimagine Foods is a brand incubator partnering with social media influencers to create plant-based food. They approached us with the idea of forging a product collaboration with health and wellness influencer, Melissa Metrano to create Mellis. Their goal was to create a healthy, daily plant-based protein powder, packed with superfood ingredients and prebiotic to fuel you throughout the day. The name Mellis comes from the Swedish translation of "snack" and also hints at Melissa's first name.
The goal for the brand identity and packaging was to capture Melissa's warm personality, and appeal to thousands of women who look to her @melisfit account for daily health, exercise and beauty tips. Targeted primarily towards women from twenty-five to thirty-five, on-the-go with disposable income, the design system had to be subtle enough to look great sitting on your counter, but stand out on social channels and Amazon.
To achieve this we used airy layouts, minimal typography and soft gradients creating a premium tone that reflects the high quality ingredients. The design pulls colors from a morning sunrise to communicate a fresh start to each day and capture the warm, positive energy of the brand. The minimal layout allows for the key points and benefits to be clear and direct on the primary display panel.
The logotype uses an elegant lowercase serif, feeling sophisticated, yet approachable. Sold exclusively direct-to-consumer, the shipper became an important collateral piece to create a cohesive experience from the first time seen online, until it has arrived on your doorstep. The pink and purple colors clearly stand out in a sea of brown boxes sitting in an apartment building. Along with the brand identity and packaging, we also created various marketing materials including posters, tote bags, and postcards to support the core brand and gain brand recognition online and offline.
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