BellyBox
Brand Identity / Packaging
Team
Solo project
Timeline
7 weeks
Tools
Adobe Illustrator, InDesign, and Photoshop
Project Overview
BellyBox is a hypothetical Canadian fermenting company and food-focused subscription box business that provides authentic organic recipes and handpicked ingredients. The brand is designed for fermented food enthusiasts and health-conscious individuals who are interested in supporting gut health through natural, at-home fermentation. My task was to create a full brand identity and design all items included in the subscription box.
Development
The main design challenge was to create a brand identity that clearly communicates the health benefits of fermented foods while feeling friendly, trustworthy, and approachable. I designed a logo icon that combines a stomach, a jar, and a smiley face to represent gut health, happiness, and fermentation. When used as a design element, the icon subtly resembles beneficial bacteria.
The typeface was customized to support the brand’s friendly and approachable tone, with slight misalignment reflecting BellyBox’s creative and innovative spirit. A green and orange colour palette reinforces health, growth, vitality, and organic qualities, helping BellyBox connect with its target audience.
The Brand Book
Once the brand assets were finalized, I created a brand book to act as a guiding document for the BellyBox brand. This book outlines the rules and guidelines for using the brand while clearly reflecting their values.
Brand Applications
I applied the brand identity across all subscription box items, including the box, recipe bag, recipe guide sheet, and fermenting kit. The icon and colour palette play a key role throughout the designs, while consistent layouts and hierarchy help maintain a cohesive look across all materials. Together, these applications position BellyBox as a clean, healthy, and trustworthy subscription box brand that aligns with the values of its audience.
To further establish BellyBox as a reliable fermenting company, I designed potential web applications and a social media feed that allow the audience to better explore the brand, learn about fermentation, and engage with its products.
Key Takeaways
This project strengthened my ability to build a cohesive brand identity and apply it across multiple products. I learned how thoughtful logo design, colour choices, and consistent layouts can communicate brand values and connect with a specific audience. The project also reinforced the importance of maintaining visual consistency across packaging and supporting materials.