Who?

Human Grade is an all-natural, vegan deodorant start-up developed by Yogi Kelsey Clark, who was tired of natural deodorants losing their effect through a long, sweaty day of teaching yoga.

Why?

Being a start-up, Kelsey needed some simple branding and a logo to begin. Company goals are to get Human Grade on the shelves of Whole Foods and Target, available to the masses.

Audience

20s-50s females and males who live active and healthy lifestyles and care about what goes in and on their body.

Brand Personality

Vibrant
Energetic
Health Conscious
Yogi
Friendly

Design Direction

The over-saturation of the ‘natural, organic’ movement made us think twice about going with the expected floral/earth tones/minimalist designs you see everywhere. Human Grade needs to ‘pop’ on shelves, so we worked with a bright, jewel-toned color palette and a hand-lettered logo. We highlighted the letter ‘A’ as a play on food grading, showing that the recipe is of the highest quality, natural ingredients -- a grade ‘A’

Results

A fun, playful logo and simple color palette to use for future marketing efforts, packaging, and an e-commerce site.