HILU

Breaking down the concept

My semester-long project focuses on creating a visual brand from the ground up, starting with naming, brand keywords, purpose, and target audience. I chose a savory, nutritious cereal brand designed for busy adults who need a quick, satisfying meal.

Art direction

I designed the brand to be bold and nostalgic while appealing to young adults. It balances nutrition with a playful, eye-catching look, making it both comforting and energizing for busy professionals.

Process sketches

I experimented with different logo lockups, aiming for a structured yet more rounded look. My goal was to balance stability and approachability, ensuring the design felt clear, while maintaining a welcoming flexible quality.