Squatgummi
2025
BRAND DESIGN
SquatGummi is a creatine gummy brand built for people in their 20’s–40’s who stay active but don’t identify as hardcore gym culture. As a brand-new launch entering an extremely crowded Amazon category, the challenge was to create a brand identity and packaging system that could stand out quickly on shelf and across social media without relying on clichés or “gym bro” aesthetics. With a small budget and fast timeline, the goal was clarity, distinction, and immediate recognizability in a space dominated by sameness.
Project Overview
Services Provided
Brand identity design
logo and symbol development
packaging design
visual system creation
social media system support
Branding Approach
The work began with market research across wellness, performance, and functional nutrition brands including competitors like AG1, Huel, and Cadence to Better understand how this audience was being spoken to visually. The identity needed to feel modern, confident, and approachable, balancing strength with restraint. I started with typography exploration, looking for a voice that felt structured without being aggressive, then built the logo system from there. By removing the crossbar from the “A” and introducing subtle bends and angles, the letterform evolved into a symbol that referenced squatting without being literal. This system extended naturally into packaging, where horizontal typography, negative space, and a limited color palette allowed the brand to feel bold, contemporary, and scalable across both digital and physical touchpoints.
Outcome
The final brand system gave SquatGummi a clear, confident presence across packaging, social, and digital touchpoints, allowing the product to stand out immediately in a crowded Amazon supplement category. The bold typography, flexible logo system, and tone-on-tone color approach created instant shelf recognition while remaining adaptable for future flavors and product extensions.
Internally, the system simplified decision-making and production by establishing clear rules for layout, color usage, and hierarchy, making it easy to maintain consistency without constant redesign. Most importantly, the brand successfully disrupted the visual norms of creatine gummies by balancing approachability with strength, helping SquatGummi feel modern, intentional, and credible alongside competitors.
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