Overview:
A bold identity reboot for a controversial classic.
THE CHALLENGE
Marmite is one of the UK’s most divisive brands — loved or hated, rarely reimagined.
This concept repositions it as PowerMi, a bold, lifestyle-driven brand
tailored for Gen Z’s energy, movement, and expressive mindset.
tailored for Gen Z’s energy, movement, and expressive mindset.
Audience Insight & Visual Positioning
Gen Z craves authenticity and expression
— they want brands that move, speak, and energise.
— they want brands that move, speak, and energise.
Our visual identity reflects this with kinetic graphics,
vibrant colour, and social-first thinking.
vibrant colour, and social-first thinking.
Visual Tone & Keywords
The PowerMi identity is built on organic movement, bold typography,
and expressive visuals.
and expressive visuals.
Modular assets adapt across digital, packaging, and motion.
Brand Concept
Visual Keywords
Moodboard: Logo
Moodboard: Visual Language
VISUAL LANGUAGE
Graphic elements
Curves, motion lines and modular shapes reflect youthful energy and speed.
Curves, motion lines and modular shapes reflect youthful energy and speed.
Typography
Sugo Pro headlines bring bold elegance; Inter supports with clarity and balance.
Breathing captions give a playful touch.
Sugo Pro headlines bring bold elegance; Inter supports with clarity and balance.
Breathing captions give a playful touch.
Colour palette
Deep green, fresh grass, cobalt blue and vibrant orange—bold yet grounded.
Deep green, fresh grass, cobalt blue and vibrant orange—bold yet grounded.
Imagery & texture
Black-and-white athlete portraits, enhanced with grain, blur and kinetic gradients.
Black-and-white athlete portraits, enhanced with grain, blur and kinetic gradients.
Brand Presentation Board
Social-First Campaign Assets
Designed motion stories and social content tailored to Instagram and TikTok formats
— fast, rhythmic, visual storytelling.
Packaging & Physical Touchpoints
The system scales to packaging and merch
— bringing energy and lifestyle into the physical world.
Limited-edition jars
Motion posters
Branded merch (T-shirt, tote)
Summary & Reflection
Reimagining PowerMi reminded me that boldness is more than colour — it’s about conviction, rhythm, and feeling alive.
This project pushed me to think modularly, emotionally, and socially — and I loved every frame of it.
TOOLS
Figma ｜ Illustrator ｜ After Effects ｜ Instagram
