Roles ✍️
Brand Identity Builder
Logo Designer
Content Designer
Brand Identity Builder
Logo Designer
Content Designer
The client came to me with a bold idea and a blank canvas: to create the brand identity for Protein Playground, a vibrant, inclusive health and nutrition brand aiming to simplify protein-based eating and empower a new generation of gym-goers, home cooks, and health-curious foodies.
The goal was to build a brand that makes high-protein meals feel easy, exciting and achievable without the jargon, pressure or perfectionism that can make the health world feel overwhelming.
The vision was to combine the functionality of a nutrition-focused food blog with the energy of a community-first brand, eventually expanding into social media, educational content, and a wearable merch line that could live at home or in the gym.
The target audience:
Women (and men) aged 20–39 who are new to the gym or trying to build healthy habits. People with big dreams, busy lives, and a desire to feel confident in their bodies without subscribing to toxic diet culture.
Women (and men) aged 20–39 who are new to the gym or trying to build healthy habits. People with big dreams, busy lives, and a desire to feel confident in their bodies without subscribing to toxic diet culture.
The Concept Phase
After confirming a mood board with the client, I began by exploring logo directions that felt bold, gender-neutral, and energetic, drawing inspiration from health-forward brands like Gymshark and Huel.
After confirming a mood board with the client, I began by exploring logo directions that felt bold, gender-neutral, and energetic, drawing inspiration from health-forward brands like Gymshark and Huel.
The brand needed to:
- Feel cool and current, while still being friendly and welcoming
- Avoid clinical or diet-focused aesthetics
- Work across merch, packaging, socials, and beyond
- Visually hint at the brand’s roots in protein-packed meals, one of the main focuses being ice cream recipes
The Final Brand
The chosen logo is iconic, dynamic, and flexible. It's also easily recognisable, scalable across formats, and rooted in the brand’s origin story. A playful nod to the ice cream machine that inspired the client’s first blog posts is subtly baked into the mark.
I delivered a full brand guidelines document that included:
- Logo use-cases (main, stacked, icon versions)
- Brand colour palette and how to apply it
- Typography use-cases
- Iconography system
- Application mockups for both merch and digital
Designing for Socials
To help the client launch with confidence, I also created a bank of editable Canva templates designed to work across Instagram, stories, and blog visuals. Each template was set up with drag-and-drop ease so she could focus on building content, not designing from scratch.
These covered:
- Educational posts (e.g., “5 easy protein swaps”)
- Engagement & entertainment (e.g., recipe carousels, challenges, motivational messages)
- Promotional content for future product launches or merch
The result is a brand built around real people, designed to support and inspire them on their wellness journeys, without judgement.
From a creative perspective, it developed my skills in taking a concept from idea to identity while collaborating closely with a founder to define brand personality and tone.
Want to start creating a dream brand identity for your business?
Let’s create something brave, beautiful, and built to grow.
Let’s create something brave, beautiful, and built to grow.
