SQUATGUMMI

©2026

A MODERN PERFORMANCE SUPPLEMENT BRAND DESIGNED TO SIMPLIFY STRENGTH TRAINING THROUGH APPROACHABILITY.

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PROJECT OVERVIEW

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.

PROVIDED SERVICES

YEAR

Brand identity design

logo and symbol development

packaging design

visual system creation

social media system support

2025

Red presentation slide with white bold text reading 'SQUATGUMMI' and smaller text at the top 'LOGO PRESENTATION' along with additional small text at the bottom indicating stages like onboarding and branding exploration.
A graphic display of a customer profile for a fitness brand called SQUATGUMMI. The left side contains a paragraph describing the target customer as health-conscious adults aged 30-45 who value premium ingredients, balanced design, and a lifestyle centered on feeling good and staying active. The right side features a bold red background with the white text "IDEAL CUSTOMER PROFILE."
Slide titled 'Project Scope' discussing developing a brand identity for SQUATGUMMI, including logo exploration, visual system, and brand elements.
Design explanation sheet showing a logo comparison between 'SQUATGUMMI' and 'SG', including typography choices, layout, and visual details.
Logo design with the text 'SQUATGUMMI' in bold, black font, and the initials 'SG' on the right, separated by a vertical line, on a light gray background.
A presentation slide with the title 'KEYWORDS' and two columns of words in red text. The left column includes 'FUNCTION-FIRST,' 'CLEAN,' 'CONFIDENT,' 'CASUAL,' 'MODERN,' 'TEXTURAL,' 'BOLD,' 'DAILY DRIVER,' and 'NEUTRAL.' The right column features 'GYM-ADJACENT,' 'TACTICAL,' 'ENERGETIC,' 'LIVELY,' 'YOUTHFUL,' 'PERFORMANCE-LED,' 'EGO-NEUTRAL,' 'ROUTINE-READY,' and 'FLAVOR-FORWARD.' The background is gray, with small text at the bottom reading 'LOGO PRESENTATION' and 'SQUATGUMMI.'
A graphic design layout illustrating typography options on a white background. The left side features a red section with white text reading "SQUAT GUMMI" and "CREATINE WORTH CRAVING," along with a description and a button labeled "SHOP GUMMI." The right side displays three font styles (Variable, Bold, Medium) with sample text and font details, titled "TYPOGRAPHY."
Brand overview flyer for SquatGummi, featuring a three-circle Venn diagram highlighting Performance, Flavor & Form, and Simplicity, with a description of the product's benefits and presentation.

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BRANDING APPROACH

LOGOMARK CONSTRUCTION

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.

Multiple red sugar-coated gummy candies arranged in a grid pattern with shadows, and the word 'SQUATGUMMI' in bold white letters overlaying the candies.
Red rectangular packaging for gummy supplements with white grid pattern, branding, and barcode, placed on a red surface.
A red package labeled 'Creative Monohydrate Gummies' with nutritional info, placed on a white surface near a white plate with three pink gummy candies, in a room with dark furniture.
Close-up of the text 'SG' in large white font on a red background, with the name 'SQUATGUMMI' written vertically beside the 'G'.
Comparison of three different font styles on a red background, showing uppercase and lowercase letters, sample text, and numbers for each font.
Person holding a red packet of supplement labeled 'CREATINE MONOHYDRATE GUMMIES'.
Red text 'SG' on a white background.

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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.

GRAPHIC DESIGN

SELECTED WORK

Close-up of a red background with large white text 'SG' and smaller white text 'SQUATGUMMI' aligned vertically.
A circular label with the words 'après-pickle' and 'après the game' on a background of black and white checkered pattern.
A person holding three green and red energy gel packs labeled 'Happy Running' on a concrete sidewalk with a few fallen leaves, wearing white athletic shoes with pink accents.