Art direction

Branding

Web Design

Packaging

Social Media Strategy & Content

Food Design

About the brand

Spinoa is a pioneering start-up based in Bucharest, committed to bringing spirulina to the forefront of sustainable nutrition. With a mission rooted in quality and environmental responsibility, the brand sources its spirulina from carefully selected artisanal farms in France and Burkina Faso. Spinoa's partnership with a humanitarian farm in Burkina Faso highlights their dedication to community development, as 50% of the spirulina produced is distributed to fight malnutrition locally. The brand offers an innovative range of products, from spirulina crunchies to spirulina-infused chocolate, all designed to make healthy eating more accessible and enjoyable while supporting both people and the planet.

Challenge

The objective was to introduce a startup through a clear, professional, and fresh design which promotes spirulina use in gastronomy and slowly moves it beyond its conventional use in the pharmaceutical industry

Deliverables

I was responsible for the comprehensive rebranding of their business. This involved developing their e-shop platform, creating new packaging designs for all their product ranges, establishing social media communication & designing visuals for three communication pillars, setting guidelines for all stationery materials and presence at fairs, and product photography. In addition, I have collaborated with Spinoa & Adrian Sistem Glassware to build a "living object" that generates spirulina

VISUAL GUIDELINES

PRIMARY COLORS

Klimt Green / HEX: #41a583

Mountains Green HEX: #306350

SECONDARY COLORS

Light egg / HEX: #F1F0E8

Summer Concrete / HEX: #575A5C

Coral Silk / HEX: #EEA17B

Heading

Helvetica Neue LT 73 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvxyz

123456789 / !@#$%^&*()-

Font size
28

Bold

Line height
150%

Body font

Helvetica Neue

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvxyz

123456789 / !@#$%^&*()-=

Font size
14
16

Regular
Medium

Line height
150%

PACKAGING

THE SUN

For Spinoa's packaging, I chose the sun as the central design element to symbolize the natural, pure process behind Spirulina crunchy. Spirulina is slowly dried under the gentle warmth of sunlight, preserving its rich nutrients and unique taste in the most natural way possible.

The sun represents not only the sustainable production methods Spinoa values but also the vitality and energy that spirulina imparts.

This design choice connects the product directly to its natural origins, reflecting a process that is in harmony with the environment and true to the brand's commitment to health and sustainability.

Burkina Faso

FLAMINGO

For the label design of the spirulina strain from Burkina Faso, I chose the flamingo to symbolize adaptability and vitality.

Just as flamingos get their pink color from consuming algae rich in beta-carotene, spirulina is packed with this nutrient, known for boosting skin health and the immune system.

The flamingo represents the vibrant transformation spirulina brings, thriving in harsh environments like Burkina Faso, where the superfood is sustainably cultivated.

Jaffa
C:0 / M: 47 / Y: 68 / K: 12

Field Poppy
C: 0 / M: 49 / Y: 71 / K 16

Mellon Yellow
C:0 / M: 22 / Y: 50 / K: 6

Mammoth Wool
C: 0 / M:42 / Y: 81 / K: 42

Amiable Orange
C: 0 / M: 33 / Y: 59 / K: 10

France

Chameleon

For the label design of the spirulina strain imported from France, I chose the chameleon as the central symbol to represent versatility and transformation.

The chameleon, known for its ability to adapt and change colours to blend with its surroundings, mirrors the way spirulina adapts and integrates into various diets and lifestyles. Its vibrant hues of blue, green, and turquoise reflect both the Mediterranean influence on France’s coastal regions and the natural color of high-quality spirulina.

Carlisle

C: 47 / M: 0 / Y: 15 / K: 22

Aquarium Blue

C: 46 / M: 0 / Y: 15 / K: 21

Golf Blazer

C: 74 / M: 30 / Y: 51 / K: 7

Mountain Green

C: 51 / M: 0 / Y: 19 / K: 61

Florida Turquoise

C: 68 / M: 16 / Y: 48 / K: 1

Chocolate

Label design

Wisteria Wise

C: 14 / M: 18 / Y: 0 / K: 8

Violet Gems

C: 16 / M: 19 / Y: 0 / K: 12

Manila

C: 0 / M: 60 / Y: 40 / K: 5

Creamerie

C: 0 / M: 12 / Y: 23 / K: 6

Deep Breath

C: 47 / M: 56 / Y: 0 / K: 49

Sage Violet

C: 47 / M: 56 / Y: 0 / K: 49

Moonlight Sonata

C: 16 / M: 19 / Y: 0 / K: 10

Wood Olive

C: 0 / M: 9 / Y: 18 / K: 15

Wood Pistachio

C: 0 / M: 60 / Y: 40 / K: 5

Manila

C: 0 / M: 60 / Y: 40 / K: 5

Creamerie

C: 0 / M: 12 / Y: 23 / K: 6

Luau Green

C: 0 / M: 2 / Y: 54 / K: 39

Majorca Green

C: 0 / M: 0 / Y: 60 / K: 49

Basque Green

C: 5 / M: 0 / Y: 48 / K: 63

Aged Mustard Green

C: 0 / M: 1 / Y: 162 / K: 57

WEBSITE

Homepage & About us

Spinoa’s website introduces visitors to the brand’s philosophy and the power of spirulina on the homepage, while the About Us page visually tells the story behind Spinoa’s products and mission.

Shop & Product Page

Spinoa’s Shop page provides an easy, engaging way to explore and purchase products, while each Product page is designed with a user-centric interface that features organized sections for benefits, ingredients, and usage tips, offering a detailed and visually rich overview of each item’s unique qualities.

Recipes & Blog Page

Spinoa’s Blog page offers a wealth of information on spirulina, including news, farming practices, and nutritional insights, making it a go-to resource for curious consumers.

The Recipes page provides a diverse collection of culinary ideas, from simple smoothies and juices to more complex dishes, showing the versatility of spirulina as an ingredient in everyday meals.

SOCIAL MEDIA

Spinoa is on a mission to democratize spirulina in Romania, introducing this powerful superfood as an accessible and versatile addition to everyday nutrition.

RECIPES PILLAR

Spirulina is more than a superfood—it’s a versatile ingredient that can enhance anything from smoothies and salads to gourmet meals. To showcase its potential, I organized a series of photo shoots featuring creative food designs that demonstrate how easily spirulina can be used as a spice and beyond. Each recipe was created for the website’s recipes page but was also repurposed as engaging content for social media.

Instagram - Spinoa - Spirulina on crackers

VITAMIN PILLAR

The Vitamin pillar is designed to educate and inspire, highlighting spirulina's rich nutritional profile.

Through a series of vibrant visuals, I showcase the essential vitamins and minerals packed into each serving of spirulina, illustrating its role as a powerful, natural source of nutrients. By emphasising the abundance of vitamins and minerals, this pillar aims to make spirulina relatable and appealing as a simple, health-boosting addition to any diet.