One of my most technical projects and a forever favorite – because I loved this brand as a consumer well before I ever had a chance to work on it, making it all the more exciting and challenging to tackle! 

Skratch Labs came to us looking for a visual refresh for the brand and a design systemization for their sports nutrition portfolio. With an existing loyal fan base, we knew we had to maintain the brand’s unique mix of personable authenticity and expert authority, while also looking to grow into new markets. After research and consumer testing, we set out to visualize – and systematize – the brand as the balance between technical but approachable, performance driven but also fun, real food and scientific solutions. Within the brand this tightrope to walk comes to life in myriad ways: our technical breakdowns paired with friendly handwritten notes, our broad variety of touchpoints and products, and in many ways both subtle and larger within our visual system.  

Our conceptual system kicked off by reimagining the brand’s long used pixelized fruit graphic…as fruit pixelized. But instead of a 90’s style treatment applied to an image, we busted out our good kitchen knives and actually cut up fruit, ingredients, and products to create ‘pixels’ that we then reassembled into the product’s final representation. 

Then for the overall design system, we stepped fully back to create an underpinning grid on which to rebuild the foundation of all our design elements. We created a grid based around the size and scale of the pixel square within our logo, that then spanned across every package and designed piece to invisibly inform the placement of all our text, graphics, and photography. 

We went on to dial-in and carry this system through a whole portfolio of real food nutrition packaging, a varied and adaptable design system for merch, professional gear, and corporate pieces, and finally into conceptual environmental designs for Skratch’s first cafe and retail space (get the rice bowl with kimchi, it’s delicious).