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Most sustainable food brands look identical.
Beige packaging. Minimal fonts. Preachy copy that makes you feel guilty for not caring enough.
And honestly? That's a brand strategy failure, not a design problem.
So I took on a brief for Good Nuts, a nut butter brand that wanted to do things differently. Not just look different. Actually think differently about what a sustainable FMCG brand could feel like.
The question I started with:
What if sustainability felt fun instead of restrictive?
That one question changed everything: the positioning, the personality, the visual direction, the copy tone. All of it.
What you're seeing in these 4 slides is just the opening: the brand idea, the story, the positioning statement, and the golden circle that anchored every decision after it.
The full case study covers:
↳ Brand archetypes (and why Jester + Caregiver is a rare but powerful combo)
↳ Competitor mapping across Fix & Fogg, Pip & Nut, and Mayver's
↳ Tone of voice with real copy examples
↳ Visual identity — colours, typography, packaging direction
↳ Full brand positioning map
Dropping the complete case study soon.
But before that, I'm curious:
When you look at a sustainable brand, what makes you actually trust it? The design, the copy, or something else?
Drop your thoughts below. Would love to hear how other designers and strategists think about this.
The network for creativity
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Connect with clients, get discovered, and run your business 100% commission-free
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How good is Claude Design as a brand designer?
I love Claude but this experiment is the perfect example that AI is way better at refining, implementing, and building on ideas than it is at actually coming up with strong visual direction on its own, even with a strong strategy deck. Especially in branding.
AI doesn’t have great taste (sorry, someone had to say it 😅 ) so without clear references or visual guidelines, the outputs feel very generic and a lot of the time...well, cheap or outdated.
It can understand words like “hydration” and “performance.”
But it doesn’t understand the feeling the brand is supposed to create.
And branding is literally about building a world people want to belong to.
Would you let Claude Design do your branding?
A bold food packaging brand designed to make healthy eating feel exciting, honest, and impossible to walk past on a shelf.
Designed in Figma with a warm cream and category-color system, a punchy condensed wordmark, and an attitude-first brand voice that says exactly what everyone is thinking, "Healthy food sucks. SO WE FIXED IT."
Four SKUs, four personalities: Protein, Vege, Fitcken, and Detox, each with its own color accent that makes range navigation instant and shelf presence undeniable. Orange energy, olive green freshness, coral warmth, and soft lavender calm all living under one unified Lean Girl identity.
The real strength is the honesty. No wellness jargon. No guilt. Just real food, bold branding, and a QR code that earns the scan.
Really proud of how the vibrant orange backdrop, fresh ingredient photography, and clean label design made healthy meal prep look like something you'd actually want to eat.
Would love to hear your thoughts on the packaging direction. 👀
livePackaging Design | Food Branding | Brand Identity | FMCG
Tools: Figma, Jitter
Absolutely amazing!
How good is Claude Design as a brand designer?
I love Claude but this experiment is the perfect example that AI is way better at refining, implementing, and building on ideas than it is at actually coming up with strong visual direction on its own, even with a strong strategy deck. Especially in branding.
AI doesn’t have great taste (sorry, someone had to say it 😅) so without clear references or visual guidelines, the outputs feel very generic and a lot of the time… well, cheap or outdated.
It can understand words like “hydration” and “performance.”
But it doesn’t understand the feeling the brand is supposed to create.
And branding is literally about building a world people want to belong to.
Would you let Claude Design do your branding?
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