Brand Identity for Pre & After

Pre & After is a new healthy food concept designed for people whose days are defined by movement. The challenge was to create a brand that feels fresh, contemporary, and premium while still remaining accessible, honest, and energetic. The identity needed to speak to both dedicated athletes and conscious everyday eaters without falling into fitness clichés, vague wellness language, or the predictable aesthetics of healthy food brands.

Brand designer & art director. I developed the strategic and visual identity, framing healthy food as something that moves naturally with everyday life rather than a restrictive lifestyle. Through a distinctive wordmark and hourglass symbol, ingredient-led artwork, bold packaging, honest messaging, and a lifestyle-focused photography direction, the brand creates a recognizable system that feels expressive, trustworthy, and built for every moment in between.

A distinctive wordmark designed to bring the idea of before and after together in one continuous form.

The rounded letterforms make the identity feel approachable and contemporary, while the ampersand acts as a hinge between both words: connecting preparation and recovery, movement and pause.

The hourglass symbol translates the same idea into a compact visual mark. Two organic forms meet at one central point, representing the moment between what comes before and what follows after.

Used as a logo, badge, connector, or graphic element, the mark creates a recognizable presence across packaging, merchandise, social content, and physical brand applications.

A simple symbol for a life that rarely stands still.

The palette balances grounded warmth with fresh energy.

A deep burgundy gives the identity confidence and a premium character, while soft off-white and neutral tones introduce calm, openness, and balance.

A fresh yellow accent adds energy and creates a subtle connection to natural ingredients and everyday movement.

This combination reflects the two sides of the brand:

healthy and considered, but expressive and alive.

The colors allow the identity to shift naturally between quieter brand communication and more vibrant product-led applications — from packaging and interiors to campaigns and digital content.

The typography combines calm structure with clear character.

Jost is used for headlines, product names, and statements, giving the brand a confident and recognizable voice. Plus Jakarta Sans supports longer copy with a lighter, open, and highly readable rhythm.

Together they create a system that feels modern and direct without becoming clinical or overly polished.

The tone of voice is honest, rhythmic, and free from wellness clichés.

Clear, but never cold. Playful, but never vague. Healthy, without the pointing finger.

Short statements communicate the brand philosophy:

Product names add personality through alliteration, rhythm, and wordplay:

It is language that tells people what is inside, what it offers, and why it fits their day, turning healthy food from a demanding lifestyle choice into a natural part of everyday movement.

Pre & After is built around the rhythm of everyday life.

Before training. After work. Between meetings. On the way to whatever comes next.

Instead of treating healthy food as a separate routine, the brand makes it part of a life that rarely stands still.

Not powders, packets or processed shortcuts.

Real food, honest ingredients and a fixed place to pause before moving forward again.

This is not health built around restriction.

It is self-care built into the everyday rhythm.

A deep burgundy and soft neutral base give the identity warmth, balance and a premium feel. A fresh yellow accent adds movement and connects the brand to the energy of natural ingredients.

Rounded letterforms make the wordmark feel approachable, while the hourglass symbol visually connects the before and the after through one central moment.

The Ingredient Signatures transform close-up textures of real ingredients into vivid, abstract artworks. They bring freshness and colour into the identity without relying on predictable food photography.

Lifestyle photography shows people between movements: cycling through the city, leaving a workout, moving between appointments or taking a moment to recharge.

The visual language connects two worlds:

everyday calm and forward movement.

The graphic system is built around a small set of flexible and recognisable elements.

The wordmark creates the main brand presence.

The hourglass functions as a symbol, badge and connector.

Ingredient Signatures bring colour, texture and product distinction.

Typography creates hierarchy and rhythm.

Used across packaging.

Integrated into social content.

Applied to signage, merchandise and physical brand touchpoints.

The system can feel calm and minimal or bold and expressive, depending on the moment.

Typography brings clarity.

Colour creates energy.

Ingredients build recognition.

Every touchpoint feels part of the same healthy ecosystem — from a wrap carried through the city to social content, menus and the physical space.

Honest. Expressive. Scalable.

A brand system designed to move with every new product, flavour and next step.

The messaging is designed to feel honest, rhythmic and free from wellness clichés.

Short, confident statements communicate what the food contains, what it offers and how it fits into everyday life.

Lines work as social headlines, packaging statements and product communication.

Every sentence is easy to understand.

No vague health promises. No guilt or moralising. No fitness language that excludes people.

Just real ingredients, clear benefits and a little bite.

The digital presence combines everyday movement with bold, ingredient-led expression.

Strong typographic statements, fresh color combinations and abstract Ingredient Signatures create content that is instantly recognizable.

Layouts can move between calm and informative or vibrant and expressive, depending on whether the focus is on the brand, a product or a specific nutritional benefit.

Photography shows people between moments: on the way to work, after training or moving through the city.

Natural rather than staged.

Each post reflects the same rhythm as the people behind the brand: active, conscious and always moving toward what comes next.

The brand is expressed through products designed to move through everyday life.

A wrap between meetings. A smoothie after training. A meal carried through the city.

Packaging uses vivid Ingredient Signatures instead of the predictable white, beige and kraft language of healthy food brands.

Every product becomes recognizable from a distance and brings the identity beyond the physical location.

Product communication is built in clear layers: a memorable name, a short nutritional profile and complete transparency about ingredients and values.

Not just packaging food.

Turning every product into a moving expression of the brand.

A distinctive and expressive brand identity that makes healthy food feel contemporary, honest and desirable.

Grounded colors, refined typography and vivid Ingredient Signatures create a system that feels balanced, energetic and immediately recognizable. The identity moves seamlessly across packaging, social content, product communication, merchandise and the physical space.

Healthy without feeling clinical. Premium without feeling distant. Expressive without losing clarity.

A visual identity designed to move through everyday life.

Pre & After now has a clear position beyond the traditional lunch bar, fitness concept or healthy food brand.

The identity brings athletes and conscious everyday eaters together through one inclusive idea: real food for every moment between one movement and the next.

Clear messaging builds trust through ingredient and nutritional transparency, while the visual system gives the brand a recognizable presence across both physical and digital touchpoints.

Pre & After is no longer simply a place to grab something healthy.

It is a homebase for people whose lives rarely stand still.

This project shows how branding can make healthy food feel less restrictive and more connected to real life.

By building the identity around movement rather than performance, Pre & After creates space for different people, routines and definitions of health.

The Ingredient Signatures turn the most functional part of the product — its ingredients — into the most expressive part of the brand. This creates a visual language that is ownable, flexible and able to grow alongside every new product and next step.

Not health as a temporary goal.

Health as part of the everyday rhythm.

“Thank you for the wonderful collaboration, this is masterful. You create synergy and deliver top quality.” 🤝 - Pre & After