The Happy Guts Company


The Happy Guts Company

Branding, Stationary, Packaging Design

Fermented food & drinks are so much fun. As health foodies, we’ve been making them at home for years, and we’re familiar with the process – but we often realize that not enough people know about their taste and their health benefits.

When our client Jennifer stepped in and told us about her idea to start a business selling such products of her making, we were totally stoked for her! Of Chinese/British origin, she is passionate about food, values using quality ingredients and inspiring others to make healthy choices for their lifestyle. She had noticed that there was a huge lack of awareness when it came to fermented products in her area and decided to take her fermentation journey a step further. Her mission was to share her recipes with more than friends and family and introduce many more people to the amazing benefits of such food & drinks!

It was a blast to create a brand that could represent all the goodness that her products provide.

Branding Goal

We wanted to create a brand that could speak to everyone, without sacrificing a really interesting personality and look. From the beginning, we knew that packaging was going to be very important and so we decided that we wanted to represent ingredients and flavours in a timeless way. Combining shapes and colors in an artful, balanced way would allow us to echo how fermentation transforms something humble and simple into something surprising. That was the foundation of a look that could be carried throughout the brand and the core of it in an creative way.

Combined with confident typography, clean interpretations, thoughtfully chosen color palettes, we would create a brand that feels fun and positive but also very confident and modern to be trusted by anybody new to the concept.


Friendly – Community-Centered – Uplifting – Smart – Honest

Designing the project


The most important part of the starter design process was to create these shapes and textures that would interact with each other in an infinite way. As we experimented with them, we realized that this project needs ultimate flexibility, to have the ability to display our designs as patterns, textures, or separate elements as we need, making it as fun as possible and offering lots of possibilities.

We later combined this concept with a main color palette that feels warm & energetic and that could easily be fusioned with secondary colors (coming from ingredients) as well as typography that complements it all with a clean yet bold style. All this would be key to create strong materials that could be taken over in the packaging design but also Jennifer’s mission to inspire others and share interesting facts about her fermented products. To tie the project together and combining all these approaches together, we also created a bespoke logo in the form of a stamp – a little tribute to original artisan made products, with an almost abstract element of bubbling surface in the middle.

When the core of the brand was set up, we later started exploring all the secondary color palettes that we would use for designing The Happy Guts product collection.


Seeing it all come together


Designing the labels for this product collection was a lot of fun, and lot of attention was given to detail. We tested many layout options so that the products would look as good as possible, and we kept in mind that the colors we’d pick for the labels would have to accurately represent and complement the color of the product itself. We played with different layouts through each product’s different sizes and flavours, which allowed us to lovingly package this collection.

We are so excited for it to finally come out to the world! We are really proud of Jennifer for pursuing her passion and trusting us create her brand – it’s truly a labor of love and we are sure many people will fall in love with her delicious products.


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