Chocolate with a mission

Aiketo is a mission-driven CPG brand that makes high quality and filler-free chocolate and snacks for an audience with a varying dietary needs…but who still want to enjoy the good things in life. The founders came to me looking for a ‘starter’ brand identity to support their inaugural launch, in addition to some illustrated elements and art direction to help guide the rest of their digital and product design moving forward. For this brand, we looked to luxury “health food” brands like those you might find at Whole Foods or Erewhon, and made them more accessible with a hand-drawn logo and illustrations. Brightly lit, minimalistic, product-centric photography on bold monochromatic backdrops and using satin matte finishes on product packaging were recommended to elevate the brand even further and visually define their products on crowded supermarket shelves.


  • Art direction
  • Brand identity development
  • Illustration
  • Lettering
Hand-lettered Aiketo logo and tagline, with example of photography art direction
Moodboard, drawing inspiration from high end health-food stores and hand-lettered logos, alongside early logo explorations
Packaging mockup showing packaging with recommended matte finish and design inspiration, alongside a variation of the Aiketo logo with their tagline
Custom illustrated icon set representing the all-natural ingredients used in Aiketo's products