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Milo health snacks

With this brand, I wanted it to appeal to everybody. It can exist in both the elegant and classy world as well as the cute and simple world.

I wanted adults and kids alike to have their interests peaked by a simple design that appeals to everybody. The logo was created with a big hand drawn type created using a tablet. And cute little hand drawn icons of the nuts and berries really bring the brand forward to a modern design language. Minimalism also plays a part in the branding. The billboard posters in particular shows this. It uses very little of the provided space to say what it needs to say.

Milo has proudly been selected by DESIGNRUSH to be featured among The Best Retail Packaging Designs by DesignRush.

Brief / Challenge

Milo Health Snacks is a brand focused on clean, nourishing snack options. The client came to me with a clear vision: a product that is wholesome, minimal, and modern — not overly trendy or gimmicky. They needed a brand identity and packaging system that feels health-forward, simple, and premium.


The challenge was to create a design that avoids visual clutter, communicates natural ingredients, and stands out on shelf while still feeling calm and trustworthy.


Role

As lead designer, I was responsible for:

  • Defining the brand identity (logo, colour palette, typography)

  • Creating packaging designs for snack packs / bar

  • Designing illustrations for ingredients or brand motifs

  • Building a visual system that could scale across product lines


Process

  1. Research & Ideation
    I explored existing health-food packaging trends, especially in snacks, to identify visual gaps in the market.
    I built mood boards that combined minimal design, natural textures, and ingredient-focused visuals.

  2. Logo & Visual Identity
    Several logo concepts were explored: simple wordmarks, monoline icons, and combination marks emphasizing nature, purity, and craft.
    After iteration, I landed on a clean, modern wordmark paired with a subtle icon that evokes an abstract leaf or seed — representing both nature and growth.

  3. Colour Palette & Typography
    I selected a soft, neutral colour palette (think gentle beiges, muted greens, warm off-blacks) to evoke minimalism and natural ingredients.
    Typography was chosen to be refined but legible: a modern sans-serif for the logo and primary text, complemented by a secondary clean typeface for nutritional information or taglines.

  4. Illustrations & Graphic Elements
    I created minimalist, line-based illustrations reflecting key ingredients (nuts, seeds, grains, fruits). These illustrations appear on packaging to reinforce the natural and crafted quality of the snacks.
    Minimal texture (e.g., fine lines, subtle patterns) was added to the background to suggest natural materials and earthiness, without overpowering the design.

  5. Packaging Design
    I designed the snack packaging layout — wrapper or pouch — balancing brand logo, ingredient illustrations, and essential product information (nutrition, flavour, ingredients).
    The design ensures clarity on shelf: product name, flavour, and branding are cleanly presented, while illustration adds visual interest and communicates natural provenance.

  6. Refinement & Proofing
    I prepared mock-ups and tested label legibility, contrast, and print quality.
    Through feedback rounds with the client, I refined illustration scales, typographic hierarchy, and packaging layout to ensure both aesthetic appeal and functional clarity.


Solution / Outcome

The resulting brand identity for Milo Health Snacks is clean, natural, and calm. The minimal design feels premium yet accessible. Ingredient illustrations subtly reinforce the product’s origin and purity, while the colour palette supports a soothing, wholesome brand presence.


Packaging design is functional and beautiful — it clearly presents product information and branding, while the illustrations provide a gentle visual story of what’s inside. The overall visual system is simple but strong, giving Milo Health Snacks a distinct and trustworthy presence in the competitive health-food market.


Impact (Design‑Led)

  • Milo Health Snacks launched with a refined, cohesive identity that differentiates them in a crowded health-food shelf.

  • The minimal packaging resonates with health-conscious consumers who value simplicity and transparency.

  • The design system is flexible enough to scale as the product line expands (new flavours, formats).

  • The illustrations help communicate natural ingredients and brand ethos in a subtle, tasteful way — creating emotional connection without overdesign.


Lessons Learned & Best Practices

  • Simplicity is powerful: Minimal design can still feel premium and meaningful.

  • Ingredient storytelling matters: Even subtle illustrations of nuts or grains can powerfully communicate product quality.

  • Color with purpose: A carefully chosen palette can evoke naturalness, wellness, and sophistication simultaneously.

  • Balance design and information: Packaging needs to present nutritional and legal information clearly, but also reflect brand identity.

  • Design for scale: Build a visual system that supports future product expansions without losing coherence.

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