GoodKelp is a personal branding project inspired by my love of seaweed and a desire to share the joy of this underrated ingredient. I created a playful, approachable brand identity for a kelp-based seasoning company for foodies and everyday cooks alike.Â
Project Type:
Branding
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Year:Â
2026
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Tools Used:
Pen and paper, Procreate, Illustrator, Photoshop
Logo Progression
The GoodKelp logo was designed to feel organic and playful, taking inspiration from the natural movement and character of seaweed. I wanted the mark to be eye-catching and inviting while still feeling approachable, fresh, and full of personality.
This project began with my love of the beach and an interest in supporting more sustainable food systems. To better understand seaweed beyond its visual appeal, I took a seaweed foraging class, where I learned about different varieties and how to prepare them into nutritious, delicious foods.
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From there, I continued researching seaweed, its uses, and its visual culture to develop the GoodKelp logo and build out the brand’s graphic language. I explored how to make seaweed feel approachable, playful, and exciting as an everyday food.
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While I cannot take credit for all of the photography and imagery used in this project, I intentionally included these references to communicate the overall art direction and visual world I would envision for GoodKelp as a real-world brand.
