Full brand overhaul for a forward-thinking nutrition company. App marketplace design, packaging, and advertising concepts brought under one cohesive visual identity.
AI Summary
The Brief
Harbour's marketplace, packaging, and advertising all looked like they belonged to different companies. The work needed a shared identity that could feel equally at home on a phone screen and a product label. I organized the work into foundation, marketplace, packaging, and campaign milestones, using one roadmap to keep every touchpoint aligned.
Harbour brand system: app marketplace, packaging, and advertising
Context
The marketplace navigation overwhelmed users, while the packaging struggled to stand out on a shelf and the advertising did little to connect the two. These were not isolated design problems. They came from the lack of a shared brand foundation.
The core issue was that Harbour had been building touchpoints independently, each one solving its own problem without a shared visual or strategic foundation connecting them. The result was a brand that felt fragmented even when each individual piece wasn't bad on its own.
Brand + Product Design
I created one color system, typographic approach, and component library for every touchpoint. The system could move from digital to physical without losing its character. I also reorganized the marketplace around the way people actually browsed it.
Packaging was redesigned with vibrant colors and modern typography that stood out on shelf and still felt consistent with the digital experience. The advertising concepts were built as a system, not individual campaigns, so they could extend across placements while staying on brand.
Step 01
I audited the full customer journey across discovery, marketplace browsing, purchase, packaging, and follow-up advertising. Audience research, personas, and journey maps showed where inconsistency created confusion and where a shared system could improve the experience.
Step 02
I translated the findings into experience principles and a phased roadmap covering the marketplace first, then packaging and campaigns. That sequence let the core digital journey define the brand system instead of treating the interface as a downstream application.
Step 03
I redesigned the marketplace hierarchy and reusable UI patterns while developing the logo, typography, color, and image direction. Review rounds across digital and physical mockups helped the system stay useful in context, not just consistent in a brand deck.
Step 04
I delivered marketplace components, production-ready packaging and campaign assets, brand guidelines, and an organized asset library. Documentation gave the team a repeatable way to launch new work without fragmenting the customer experience.
The redesign gave Harbour a brand that actually held together. The app marketplace became easier to navigate, the packaging stood out on shelf, and the advertising campaigns started pulling from a consistent visual language for the first time. All four touchpoints finally felt like the same company.
