just good
snack bars
Mandate /
Problem Statement
The goal of this project was to create the full visual identity and packaging design for Just Good, a new Canadian startup specializing in organic snack bars. The brand needed to reflect its close connection to nature, commitment to healthy living, and environmentally conscious values. The visual identity had to speak directly to active, health-focused individuals who prioritize clean ingredients and lead dynamic lifestyles. The packaging also needed to align with eco-friendly principles while being bold and appealing on shelves.
Solution
The brand identity was developed to express simplicity, nature, and energy in a balanced way. The logo is a clean and bold wordmark, designed with soft, rounded shapes to reflect approachability and health, while maintaining a modern and energetic feel that connects with sporty, outdoorsy consumers. The packaging uses a vibrant and earthy visual language to communicate both the natural quality of the ingredients and the high-performance benefits of the product. Organic abstract shapes inspired by forests, mountains, and oceans were used as key visual elements, symbolizing nature and movement. Each flavor of the snack bars is represented by a distinct, contrasting color combination that stands out while remaining cohesive with the overall brand system.
The creative direction was inspired by the natural beauty of Canada — its mountains, forests, lakes, and oceans — as well as the everyday energy of physical activity, from yoga and cycling to hiking and running. These two pillars — nature and sport — helped shape the visuals through both form and feeling.
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Forests & Mountains: Represented through layered, organic shapes that bring depth and natural textures.
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Oceans & Lakes: Reflected in flowing, fluid forms and cool tones, suggesting freshness and vitality.
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Sport & Movement: Interpreted through dynamic layouts and bold color contrasts that suggest energy, agility, and momentum.
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Healthy Lifestyle: Emphasized through clean lines, open space, and a vibrant look that feels both modern and wholesome.
The color palette is rooted in nature and chosen to reflect the brand’s core values: health, energy, and connection to the outdoors. Deep greens, earthy oranges, and vibrant blues work together to evoke forests, mountains, oceans, and the natural environment that inspires the brand. These colors are bold yet organic, creating a balance between vitality and authenticity. Their high contrast makes the packaging stand out on shelves, while still feeling honest and natural.
Organic shapes drawn from nature — such as waves, hills, and peaks — were used across the packaging to create movement and visual interest. These forms also symbolize the natural ingredients and active lifestyle that define the brand, adding an expressive and dynamic layer to the identity.
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