ABOUT

Chiafulll is a concept brand created from the ground up, encompassing naming, brand strategy, visual identity, packaging, illustration, copywriting, and campaign design. The brief was to create a pre-packaged chia breakfast bowl brand that made healthy mornings feel easy, convenient, and enjoyable.

The identity centres around a playful and energetic visual system built on bold typography, vibrant colour, and the distinctive three Ls in the Chiafulll name. Repeating words and oversized type create a confident, ownable aesthetic, while a custom smile motif forms a recognisable brand asset that subtly references both positivity and the rising sun.

Rather than designing a logo and packaging in isolation, I developed a scalable brand system designed to work across every touchpoint. A set of repeatable visual rules built around typography, word repetition, and illustration allowed the identity to flex seamlessly across packaging, social content, digital assets, and out-of-home campaigns while maintaining a strong and consistent personality.