Project Overview

Project Type: Brand Identity
Focus: Logo Design & Packaging
Industry: Food & FMCG
Year: 2024

Meal Up is a packaged food brand concept built around the idea of providing quick, affordable meal options while maintaining a focus on better nutrition.
My role involved designing the logo and packaging system, ensuring the brand could scale across product variants, audiences, and marketing touchpoints.

The Challenge

Packaged food brands often struggle to balance convenience and health without appearing either overly indulgent or overly clinical. The challenge was to create an identity that feels approachable, trustworthy, and shelf-ready, while clearly differentiating product variants.

The Concept

The identity is designed to be bold, playful, and highly recognizable. A strong wordmark ensures instant recall, while high-contrast colors and simple graphic elements create flexibility across formats. The system is intentionally modular, allowing it to adapt across audiences without losing consistency.

Packaging System

Packaging for the kids’ range uses brighter colors and playful visuals to feel fun and engaging. The design prioritizes visibility and instant recognition while maintaining clear brand cues.

For working professionals, the same identity shifts toward a more restrained palette and clearer information hierarchy. This allows the brand to address different needs while remaining visually consistent.

A hypothetical brand extension was explored to test how the identity could adapt to co-branded packaging. This exercise focused on flexibility and consistency across collaborative scenarios.

Marketing & Social Media

The identity was extended into social media creatives to demonstrate how the brand communicates launches, pricing, and promotions. The system remains bold and legible across digital formats.

Designed as a scalable brand and packaging system for real-world FMCG use.