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.
Audience Insight & Visual Positioning
Gen Z craves authenticity and expression
— they want brands that move, speak, and energise.
Our visual identity reflects this with kinetic graphics,
vibrant colour, and social-first thinking.
Visual Tone & Keywords
The PowerMi identity is built on organic movement, bold typography,
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.
Typography
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.
Imagery & texture
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

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