SVRY Nutrition: Full-Scale Brand Development for a Savory Disruptor
CLIENT
SVRY Nutrition
DATE
2024
INDUSTRY
CPG / Food & Beverage
SCOPE
Logo, icons, packaging, print collateral, brand guidelines, web wireframes, art direction, and AI-generated images for nutrition start-up.
Project Overview
SVRY Nutrition is a performance nutrition startup with a bold premise: savory, real-food alternatives to the sugary protein bars and shakes dominating the market. I partnered with the two co-founders from the earliest stages of their business—before packaging even existed—to craft a brand from the ground up that felt warm, confident, and grounded in real-life functionality.
This was a wide-ranging, collaborative engagement involving everything from strategic brand positioning and custom icons, to packaging systems, digital collateral, and AI-generated imagery.
Objectives
Translate a unique product concept into a cohesive, scalable brand system
Build a visual identity that stood out from the bold, aggressive tone of typical competitors, while still feeling at home in the performance nutrition space
Create flexible packaging templates for bars, drink mixes, and oatmeal
Equip the team with a full suite of branded assets for launch and beyond
Full logo suite and color palette for SVRY Nutrition.
My Role & Contributions
This was not a “just the logo” project. I was the embedded brand design partner for 9 months, leading and executing across:
Brand Strategy: Guided the founders through my clarity process to define voice, tone, and positioning.
Creative Direction: Built collaborative moodboards, established the visual north star, proposed and produced AI-generated photography via Midjourney to solve sourcing limitations, then directed integration with real photos from their shoot.
Identity Design: Developed a refined yet approachable logo suite, custom color palette, and versatile typographic hierarchy.
Packaging Systems: Designed scalable templates across three product lines (bars, drink mixes, oatmeals), with distinct flavor colorways and cohesive visual architecture.
Digital & Print Collateral: Created custom icon sets, postcards, a brand booklet, social media templates, web wireframes, business cards, and a detailed brand guidelines document.
Above: full range of SVRY Nutrition products and flavors, packaging, at time of launch. Below: Front and back of drink mix packaging, custom icon set.
The workflow was remote-first and highly collaborative. I helped maintain project momentum, balanced creative exploration with production deadlines, and occasionally redirected shiny new ideas to keep the focus aligned with brand strategy.
AI-generated images showing off how the logo can be used.
Outcome & Impact
A fully realized brand ecosystem that launched with a clear identity and strong shelf presence
Packaging that’s easy to scale and adapt for new SKUs
Asset library that supports web, social, and marketing with consistent visual language
A successful launch with strong early traction (first run sold out)
While I didn’t interface directly with vendors or copywriters on this project, I delivered all files print-ready, built from provided dielines, and structured for smooth handoff. (I’m comfortable handling vendor coordination when needed.)
SVRY postcards
Why This Project Matters
SVRY shows the breadth and depth I bring to brand design: from foundational strategy to high-touch visual details. It demonstrates how I thrive in remote teams, balance vision with execution, and bring structure to brand-building processes.
If you’re hiring a senior designer who can own the entire brand ecosystem—this is what that looks like.
AI-generated imagery examples
Testimonial
“The initial creative briefs that you put together for SVRY Nutrition based on some information about our brand story and brand voice showed that you really “got” what we were trying to do, understood the voice of the brand and had great ideas for how that voice could be conveyed into a visual language. The briefs were also organized in a way that we found helpful and pointed towards an organized and experienced approach to brand development that we appreciated.
You created packaging and a brand that both stands out and fits into the sports nutrition space while expressing some of the unique value propositions of our brand, highlighting ingredients and soft colors and shapes while incorporating shapes that evoke movement and point towards performance. The brand book is a really great encapsulation of our work together, both because it captures the brand that we created together but also, in the specs and the AI generated pictures in between, the book imagines how our brand is expressed in different contexts, from packaging and t-shirts to digital collateral and ingredient layouts
We also appreciated your flexibility throughout the process – this project represented a lot of firsts for us, meaning that different parts of the project had to be redone to meet new specs or demands throughout and you were patient with us going through that process.”
