The Challenge
Solmar needed to launch a premium sea jerky that felt like a lifestyle brand rather than just another shelf-stable snack. The challenge was to move away from the gritty aesthetic of traditional jerky and instead capture the essence of Mediterranean coastal living to attract health-conscious consumers who value both quality and design.

My Role
I led the brand development from the ground up. I was responsible for helping to name the product, the full visual identity, and the packaging system, ensuring that the brand’s commitment to sustainability and high-quality, nutrient-dense ingredients was communicated through a fresh aesthetic.

Design Decisions

• I drew inspiration from Italian coastal towns to create a sense of approachable luxury. I selected typography and a design style that felt laid-back yet chic, mirroring the product’s authentic seaside origins.

• I moved away from standard jerky design tropes. By using bold, colorful stripes reminiscent of iconic Italian beach umbrellas, I created a packaging system that stops shoppers in their tracks and positions the brand as a premium lifestyle choice.

• I used the color palette and custom iconography to anchor the brand in the simplicity of sun-cured methods and ocean purity. This made the commitment to sustainability feel like a natural part of the brand’s personality rather than a marketing add-on.

The Outcome
The new identity successfully establishes Solmar as a premium, lifestyle-driven snack brand. The design system is fully developed and ready for market entry, providing a clear competitive advantage in a crowded category. Key results include:

• Created a unique aesthetic that breaks through the noise of traditional snack aisles, allowing the product to compete as a premium lifestyle choice rather than a commodity.

• Successfully balanced a nutrient-dense value proposition, including 7 grams of protein and high omega-3 content, with a fresh, approachable visual voice that appeals to design-conscious health consumers.

• Delivered a cohesive, shelf-ready brand system that aligns perfectly with the purity of the ingredients, positioning Solmar for immediate retail placement.