Lively Superfood Creamer
Brand Identity & Packaging Design
TYPE: Conceptual Brand Project
TIMELINE: 3 weeks (February 2023)
ROLE: Solo Designer - Brand Strategy, Visual Identity, Packaging Design, 3D Mockups
Tools Used:
PROJECT OVERVIEW
This conceptual project explored the growing functional mushroom market by creating a complete brand identity and packaging system for a conceptual superfood creamer line. Inspired by the projected $14.49 billion growth in functional mushrooms by 2030, I developed Lively Superfood Creamer—a line of three coconut almond milk creamers infused with adaptogenic mushrooms (Cordyceps, Lion's Mane, Chaga) in Vanilla Bean, Cinnamon, and Cacao flavors.
Project Goals:
Create a compelling brand identity that communicates health benefits and modern appeal
Design packaging that stands out on crowded retail shelves
Balance FDA regulatory requirements with engaging visual design
Demonstrate understanding of food packaging standards and 3D visualization
THE CHALLENGE
The functional food market is saturated with similar products competing for attention. Creating packaging for a superfood creamer required solving several design challenges:
Key Design Challenges:
Regulatory Compliance: Integrate required elements (nutrition facts, FDA labeling, ingredient lists) without compromising visual appeal
Market Differentiation: Stand out in a crowded category where many brands use similar earthy, wellness-focused aesthetics
Communicating Dual Benefits: Convey both flavor appeal and functional mushroom benefits clearly
Broad Audience Appeal: Balance "health food" credibility with mainstream consumer accessibility
The challenge was creating packaging that feels premium and trustworthy while remaining vibrant and approachable - avoiding the overly clinical look of supplements or the generic appearance of commodity creamers.
RESEARCH & STRATEGY
To inform design decisions, I researched the functional mushroom market and analyzed competitor packaging strategies.
Market Research
Global Functional Mushroom Market Growth (2023-2030)
Key Finding: The global functional mushroom market was valued at $31.71 billion in 2023 and projected to more than double to $65.83 billion by 2030, representing 11.2% annual growth (Grand View Research, 2023). This rapid expansion indicated strong consumer interest in mushroom-infused functional foods.
Market Insights:
Regional strength: North America projected to grow at over 12% annually through 2030, driven by rising popularity of mushrooms as superfoods Grand View Research
Growing consumer awareness of adaptogenic mushrooms (Cordyceps for energy, Lion's Mane for focus, Chaga for immunity)
Increasing demand for convenient functional foods that fit into daily routines (coffee, smoothies, creamers)
Consumer preference for natural alternatives to traditional supplements, creating opportunity for food-integrated solutions
Competitive Analysis
I analyzed the functional mushroom creamer category to understand the current market landscape:
Current Market Reality: The functional mushroom creamer market offers two main formats:
Powdered Format (Majority):
Most brands including Laird’s, Ryze and Four Sigmatic offer shelf-stable powder in bags, tubs, or canisters that require scooping, mixing, and frothing.
Liquid Format (Limited):
Laird Superfood offers a ready-to-pour liquid mushroom creamer—the primary competitor in this format
Opportunity Identified: While Laird pioneered the liquid mushroom creamer format with performance-athlete positioning, Lively differentiates through expanded flavor variety (three distinct options: Vanilla Bean, Cinnamon, Cacao) and approachable design. Where Laird targets athletic performance, Lively positions functional mushrooms as an indulgent daily ritual accessible to mainstream consumers—making wellness feel enjoyable rather than performance-driven.
Design Differentiation: Lively's packaging creates appetite appeal through warm, creamy colors that evoke the product itself (soft vanilla cream, peachy cinnamon spice, rich cacao brown). The upbeat messaging ("Wake Up & Live A Little!") and friendly benefit callouts frame functional mushrooms as a delightful way to support your wellbeing—positioning wellness as everyday pleasure with multiple flavor choices.
BRAND STRATEGY
Brand Promise: "Wake Up & Live A Little!"
Lively makes functional mushrooms approachable and convenient—offering the familiar pour-and-stir experience of traditional creamers with adaptogenic benefits. While competitors offer powdered formats requiring preparation, Lively's ready-to-pour liquid makes wellness effortless and enjoyable.
Target Audience:
Health-conscious millennials and Gen Z (25-40)
Coffee and latte enthusiasts looking to upgrade their morning routine
Consumers curious about functional foods but seeking convenient, familiar formats
Busy individuals wanting wellness benefits without extra preparation steps
Brand Personality:
Warm and inviting — Like the creamy texture of the product itself
Upbeat and optimistic — Wellness as something to celebrate, not endure
Accessible and friendly — Makes functional mushrooms feel approachable, not exclusive or clinical
Health-focused — Grounded in real functional benefits, but communicated with joy rather than obligation
What Sets Lively Apart: Lively differentiates on two fronts: format and personality. First, the ready-to-pour liquid format removes the friction powdered competitors require (scooping, mixing, frothing), making functional mushrooms accessible to mainstream consumers. Second, while clinical wellness brands project performance and obligation, Lively's warm color palette and energetic voice position functional benefits as an enjoyable ritual—something to look forward to, not endure. Together, these create a brand that's both convenient and inviting.
DESIGN PROCESS
Approach
My approach centered on creating packaging that would introduce a new product format to the functional mushroom market while meeting all FDA food packaging requirements. I began by researching the market opportunity and competitive landscape, then developed a brand identity and packaging system that balances approachable visual appeal with the credibility needed for a wellness product.
Since most competitors don't offer a ready-to-pour liquid format, the packaging needed to clearly communicate this convenience advantage while maintaining trustworthiness in a wellness category. I prioritized warm, accessible aesthetics to differentiate Lively emotionally—creating a brand that feels genuinely nourishing and approachable, with a soft, inviting warmth that makes functional benefits feel like a natural part of your everyday ritual.
The design needed to:
Communicate the liquid format advantage (convenience, familiarity, familiar pour-and-stir ritual)
Highlight functional benefits (adaptogenic mushrooms, MCT oil, coconut almond milk) with clear benefit callouts
Feel accessible and inviting rather than clinical or performance-focused
Comply with FDA nutritional labeling and food safety requirements without overwhelming consumers
Work across three distinct flavor variants while maintaining strong brand cohesion
Sketches
Early logo and branding exploration:
Typography & Color Palette
Final Designs
The final packaging design showcases three distinct flavor variants, each with its own color identity while maintaining strong brand cohesion. The system demonstrates how Lively communicates functional benefits, ingredient transparency, and approachable wellness across a complete product line.
Cacao (#6E573F) Rich brown palette conveying indulgence and depth. The sophisticated tone positions functional benefits as a premium wellness ritual.
Vanilla Bean (#FDFEFC) Soft cream background evoking comfort, natural sweetness, and familiar flavor. The clean, inviting aesthetic makes functional mushrooms feel approachable.
Cinnamon (#FEDBC5) Warm peachy-cream tones with terracotta accents suggesting spice and invigoration. The color creates instant recognition while maintaining brand cohesion.
Packaging System
The packaging design solves multiple competing challenges: integrating FDA-required nutrition facts and ingredient transparency, creating clear flavor differentiation, communicating functional benefits, and achieving shelf impact. The strategic information hierarchy ensures that regulatory requirements enhance rather than compromise the design—nutritional information is complete and compliant while remaining easy to scan and understand. The circular brand lockup creates visual consistency, the color system enables instant flavor identification, and every element from typography to icon placement serves both aesthetic and functional purposes.
KEY TAKEAWAYS
What Worked
Real user insight: My experience with Laird Superfood Creamer taught me that liquid format wins—convenience matters. But I wanted more flavor options to explore different functional benefits. That gap became Lively's reason to exist.
Accessibility over exclusivity: Functional mushrooms work and deserve to reach more people. I made intentional choices to keep Lively warm and approachable rather than performance or science-focused. The brand should feel like an upgrade to your morning routine, not a specialized wellness product.
User-centered information design: I thought about my own experience reading labels and selecting products. The information hierarchy reflects what actually matters to someone making a quick decision in the morning.
Visual system that makes sense: Three flavors with distinct identities but clear family resemblance. The colors worked because they're intuitive—I'd know what I was reaching for without overthinking it.
What I'd Do Differently
Prototype and test physically: Build actual cartons to validate manufacturing and real-world usability.
Evaluate against Laird Superfood Creamer directly: See how mockups perform in stores next to the product I actually use.
Validate with diverse users: Test with people new to mushroom creamers, not just existing users like myself.
Extend the brand system: Develop supporting materials (website, social, retail displays) to show how Lively works beyond the package.
Build the sustainability narrative: Research and communicate the environmental benefits of the format choice.
Biggest Lesson
The strongest design work comes from identifying gaps in products you already love. I wasn't trying to replace Laird Superfood Creamer—I was exploring what comes next. Functional mushrooms are genuinely beneficial and should feel accessible and inviting to anyone interested. When you design from that place of genuine enthusiasm for the category, it shows.