Hyggut is a new innovation product launch from french-based health food company Materne. The identity design visually celebrates the connection between wellness and gut health. The facing ‘g’s and curviness of the letteforms mimic the curvy nature of the gut and the ‘g’s are turned to face each other that the connotes the connection well-being, ‘hygge’ and the gut. One of the key ingredients in Hyggut is sap from the Acacia tree. So I created a drop shape window on each of the pouches so the consumer could see the contents. The Hyggut color palette I created is energetic and expressive. It was designed to appeal to Hyggut’s target consumers who seek brands that are healthy and authentic as well as to pop on shelf.