branding, visual identity, logo design, Packaging design, art direction
Kayo Health is a new company specializing in nutritional health products such as plant-based protein powder. They created an amazing-tasting product that doesn’t sacrifice nutritional value to enable you to stay on your path toward greater health and long-term nutritional sustainability. A product where taste and nutrition can go hand-in-hand.
Kayo is targeted for those, who want to add protein to their diet but are reluctant to eat the artificial looking protein powders.
The task was to create an identity and packaging design that would ensure strong establishment and communication of Kayo’s core beliefs to attract and retain the right consumers. It also needed to continue to evolve brand into a lifestyle (not just a product) to avoid categorization as a ‘me-too’ mainstream brand.
Kayo’s Core Value
TASTE MATTERS TO ENSURE SUCCESS
Using simple ingredients
Easy & Convenient.
Add water and go -solution
The extended, uppercase letters give weight to the word and represent the strength of the protein. Together the letters create a solid and versatile logo with a touch of individuality. The large soft corners make the forms organic and the detail in the K makes the logo unique and distinguishable. The logo is a sophisticated balance between the feminine and masculine.
Based on the key words of clean, simple and modern, I made a solution that has Bold and playful graphics to illustrate the natural ingredients in a more or less abstract way.
The Kayo packaging is modern, fresh and slightly contemporary. Its main elements are large logo, clean & bold, sans serif typography and photography of the ingredients. The large typography can be read from far away and thus will work well in Amazon, where the product will be primarily launched.
The main color of the packaging is a matte, light grey with a hint of metallic color. The background color of the photography is a cool toned grey-blue. The color palette pleases both genders, something that was important for the brand.
photography style & strategy
The strategy of the brand is to stand out from the crowd in a quirky and unique way. The solution for this was a distinctive and specific photography style that could easily be replicated to other SKU's. The photography can be used in other branding materials, such as the website and brochures, giving Kayo a distinctive and recognizable look.
The idea of the images is to create a harmonic & balanced image that is yet unconventional and carries a lot of tension and a sense of movement. This represents KAYO: product for those, who require good quality, but don’t want to settle for the boring.
The products are shot with a bright light that creates clean and sharp shadows to give the photography a sunny feel.
The styling of the photography is abstract, which means that the ingredients are arranged in an unconventional way. The images are be shot with a macro lens, which means that there will be a surrealistic feel to the image.