AlterBI & Packaging Design
for Custein

This direction was developed as part of the early concept exploration phase. Although not selected in the final round, it showcases a bold alternative narrative and visual approach that informed the overall creative process.

RoleLead Designer:
Brand Visual Identity
Packaging Design
Graphic Design
Illustration

Custein is a customisable protein supplement brand that allows users to choose and mix their preferred ingredients. I developed the visual identity and packaging design to reflect the brand’s core values—flexibility, personalisation, and health.

Targeting health-conscious individuals in their 20s and 30s who value wellbeing and balanced lifestyles, the brand also seeks to appeal to those who may not be fitness enthusiasts but still want simple and approachable ways to manage their diet. Rather than pursuing an overly premium image, Custein adopts a friendly and playful direction by incorporating vivid colours and sticker-inspired graphic elements, creating a brand identity that feels accessible to everyone.

Logo & Colour System

The Custein logo is designed with a typeface that reflects the brand’s core values of transparency, sustainability, philanthropy, and approachability. Whilst the overall impression is simple yet strong, the subtle use of oval curves introduces a sense of youthfulness, individuality, and wit.

Custein’s main colour palette consists of ivory tones, orange hues, and black shades, with slightly reduced saturation to avoid visual fatigue. As the brand’s packaging concept focuses on expressing identity through a variety of playful patches, the colour scheme was deliberately kept minimal to prevent overuse. Instead, the selected palette was designed to harmonise effectively with a wide range of complementary colours.

A Bold Identity with a Bright Twist

The project involved a full creative process—from developing the brand concept to finalising the packaging design. Bold and grounded sans-serif typography was chosen to establish trust and reliability, while a bright, upbeat colour palette was introduced to engage younger audiences, particularly those in their 20s and 30s. The use of clean, graphic-based illustrations helped convey approachability, aiming to create a brand experience that feels energetic, cheerful, and confidently modern.

AlterBI & Packaging Design
for Custein

This direction was developed as part of the early concept exploration phase. Although not selected in the final round, it showcases a bold alternative narrative and visual approach that informed the overall creative process.

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©Hyeyeon Henie Cho

Instagram

AlterBI & Packaging Design for Custein This direction was developed as part of the early concept exploration phase. Although not selected in the final round, it showcases a bold alternative narrative and visual approach that informed the overall creative process.

Index

Next →

©Hyeyeon Henie Cho

Instagram

AlterBI & Packaging Design
for Custein

This direction was developed as part of the early concept exploration phase. Although not selected in the final round, it showcases a bold alternative narrative and visual approach that informed the overall creative process.