Nusa is a startup CPG brand bringing a new powdered drink product to market. As the lead designer, I partnered closely with the founding team to build the brand from the ground up—from its initial identity and packaging to the digital experience and product launch.

My role extended across nearly every consumer touchpoint, including logo development, visual identity, packaging, print production, website design, social media, marketing materials, and a comprehensive brand book. I helped guide the creative process from early exploration through final production, creating a cohesive brand that could grow alongside the business.

As a new product entering the CPG space, NUSA needed more than a logo—it needed a complete visual foundation.

The challenge was to establish a distinctive identity that could introduce an unfamiliar product to consumers while remaining flexible enough to work across packaging, digital, social, and future product extensions. With the brand and product developing simultaneously, the visual system also needed to adapt quickly as new needs emerged leading up to launch.

I developed NUSA’s identity from the ground up, beginning with the logo and expanding it into a comprehensive visual system encompassing typography, color, imagery, graphic elements, packaging, and brand applications.

The identity was translated into a cohesive packaging system designed to create a strong shelf presence while providing a foundation for future products and SKUs. I worked through packaging development and print production, managing files and coordinating production details to ensure the final physical product reflected the original creative vision.

Beyond packaging, I extended the identity across NUSA’s website, social media, launch materials, and other consumer touchpoints. To support the brand beyond launch, I created an extensive brand book documenting the identity system, creative principles, and guidelines for maintaining consistency as the company grows.

The result was a complete, launch-ready CPG brand built from a single creative vision and carried consistently from identity through execution.

Rather than creating individual assets in isolation, I helped establish the visual foundation NUSA needed to enter the market as a cohesive brand. The resulting identity, packaging system, digital presence, social content, and brand guidelines gave the startup a unified toolkit for launch while creating a flexible system that could evolve with new products, campaigns, and future growth.