Wholeso Me

I developed a cohesive, recognisable naming convention for Wholeso Me's product line from scratch, giving the brand consistency and making its products easy for customers to identify across the range. Alongside this, I provided strategic guidance on the brand's visual communication and contributed to the development of new products, working with cross-functional teams to bring each to market.

Challenge

Wholeso Me needed to build its brand identity from the ground up: a naming system, visual language and product presentation that didn't yet exist, for a wholesome organic food company entering a category where "organic" and "wholesome" claims are common and easy to overlook. The challenge was to establish a distinct, recognisable identity from scratch, one that could scale coherently as the product line grew, rather than adapting or fixing something already in place.

Solution

I developed a naming convention from the outset, giving each new product a shared identity that customers could recognise as part of one brand from the very first launch. Combined with strategic direction on packaging and visual communication, this built a consistent brand presence from day one. That foundation, paired with high-performing creative concepts and campaigns, helped reinforce and elevate the brand's reputation, improving how it was perceived both online and on shelf, and supporting its growth as the product line expanded.