Project Overview

GrowUp’s previous branding felt too corporate for a salad manufacturer, lacking the warmth and personality that aligned with their mission. To better reflect their values, I developed a new brand identity, bringing in vibrant colors and playful illustrations to create a friendly and approachable look. The final Brand Book serves as a go-to guide for employees, ensuring brand consistency across all touchpoints.

Challenges & Approach:
Refreshing the brand while keeping it recognizable and authentic was key. I focused on:

• A More Human & Playful Identity – Introduced a lively color palette and custom illustrations to make the brand feel more welcoming and fresh.

• Brand Guidelines with Clarity & Flexibility – Designed a structured yet adaptable guide covering logo usage, typography, color schemes, tone of voice, and visual elements.

• Ensuring Consistency Across Teams – The Brand Book was created as a practical, easy-to-use resource for employees to maintain a cohesive brand experience in marketing, packaging, and communications.

Outcome:
The new GrowUp Brand Book successfully transformed the company’s image from corporate to vibrant and approachable, better aligning with their mission and products. The brand now feels personal, engaging, and fresh, making it easier for employees to communicate GrowUp’s identity effectively.