Numa Brand Refresh & Website Illustration 🍓

✨ Numa means daughter and mother in Chinese✨

Numa is a healthy snack brand founded on health, heritage, and family by Joyce and her mother. With Numa, Joyce and her mother want to tell their personal stories of how their products lead to a healthier lifestyle for themselves and how they bridge food culture and communities together.

Joyce and her mother reached out to me with their lovely ideas of using illustrations to tell their stories on their social media and website and refresh their brand identity. Together, we created visual assets that are fun, bold, yet relatable for all the families out there who'd love to have a bite of healthy snacks.

Color Palette Refresh

In the first part of this brand refresh journey, I developed a new color palette that is both bright and approachable to pair with Numa's existing logo.



Graphic Guideline

I then created a graphic guideline to demonstrate how color blocks, masked photography, and illustration can be used to illustrate Numa's brand language: clean, friendly, and relatable.



Social Media Grid

This social media grid is a guideline of how full-text posts, bright and color-blocked photography, and illustrations can play alongside to create a cohesive social media feed.



Website Redesign Illustrations

For the website redesign, I collaborated with Sonia, the UX designer, to explore how illustrations can interact with the new web layout to tell Numa's story. Here's a compilation of all the spot illustrations I created. During the process, I also provided feedback and insights on the UI design.



I also illustrated this bigger piece that will exist on Numa's redesigned homepage! Below are some applications of the illustration with the web layout design.





The Result 🪄

With the new color palette, graphic assets, social media guidelines, and website illustrations, Numa can bring more people together who are mindful of maintaining a healthy lifestyle and love sharing some sweet and healthy snacks.