For HL^2 Nutrition, I developed a brand identity that embodies empowerment, personalization, and approachability, aligning with the company’s mission of providing evidence-based, customized nutrition counseling for women.

 

The vibrant, beet-inspired color palette was intentionally chosen to appeal to the target audience—women aged 20 to 60—by symbolizing vitality, natural energy, and health. The deep magenta and lighter beet hues evoke a sense of nourishment and strength, while also offering a bold, feminine touch. This color story not only aligns with the brand’s focus on sustainable, healthy weight-loss but also creates an emotional connection with women who are drawn to both the beauty of nature and the power of self-care.

 

Clean, professional typography ensures clarity and engagement, while playful icons and graphics emphasize the fun and motivating aspects of the process. Every element was crafted to make the weight-loss journey approachable, empowering, and rooted in long-lasting health.