Happy Running Nutrition
2025
BRAND DESIGN
Happy Running Nutrition is an organic electrolyte and carbohydrate drink mix designed for runners of all levels, sold primarily through Amazon and DTC. As a new brand entering a crowded category dominated by large performance players like Gatorade and other carb/electrolyte mixes, the challenge was to clearly communicate what made the product different: clean ingredients, organic sourcing, and runner-specific fuel. The goal was to build a brand and packaging system that showed exactly what was inside the bag, looked credible alongside established competitors, and helped the product stand out on the digital shelf and in-hand.
Project Overview
Services Provided
BRAND IDENTITY
PATTERN GRAPHICS
ILLUSTRATION
SOCIAL ASSET TEMPLATES
PACKAGING DESIGN
TYPOGRAPHY
Branding Approach
The visual direction was informed by performance and outdoor brands found in retailers like REI and Backcountry, alongside nutrition brands such as Tailwind and Skratch that balance function with natural ingredients. The identity was built to resonate with runners seeking a cleaner energy source. IT was aimed at particularly those sensitive to GI distress by leaning into organic forms, trail-inspired motifs, and a muted, natural color palette that contrasted with the bright, artificial tones common in the category. The process began with typography to establish tone and credibility, then evolved into subtle letterform modifications that introduced a flowing “running path” motif. This system carried consistently across packaging, web, and social, reinforcing the idea of fuel designed for movement.
Outcome
The final system brought clarity and cohesion to the brand, making the product’s purpose immediately legible through color, form, and hierarchy while consistently communicating “organic” and “running” across all touchpoints. Clear brand guidelines and modular elements made it easier to scale the product line, introduce new flavors, and adapt the system across packaging, social, and future applications without losing consistency. By creating multiple flexible assets, logo variations, patterns, and typographic structures, the brand gained the ability to communicate differently in small packaging spaces versus digital environments while maintaining a unified voice. The result is a brand that feels trustworthy, intentional, and easy to extend as the product grows.
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