Brand identity and packaging for the startup company that is dedicated to making people’s daily choices easy. Creating a simple, healthy, and joyful lifestyle is at the core of the brand’s DNA.

As Millennials, we are constantly being bombarded with choices that don’t bring enhanced joy, only distractions, addictions, and unnecessary options. More often than not, you might find yourself stuck in aisle 4 struggling to decide what you should buy. Things that were once simple and enjoyable are now extravagant, overdone, and excessive. We all want more time for the things and people that matter most.

Life can happen very quickly, often times we just go through the motions without taking the time to appreciate what life has to offer. Reminding and encouraging people to find joy in everyday life is at the heart of this brand identity, which is encapsulated in the “CS” monogram that resembles a smiley face. The logo becomes a shorthand for joy and happiness. The overall look and feel of the brand is simple, playful, and lighthearted. The bright and bold color palette was carefully calibrated to visualize and reflect the feeling of joy. The name “Chews Simple” is also a play on the world “choose”, a reminder that having a simple and joyful life is a choice that we make everyday.