Strawberries & Cream
Strawberry Shortcake Remix
Everything you love about strawberry shortcake, turned into a creamy, scoopable dessert.
Dessert first, macros second
NOA Protein
Launching a new dessert brand around a simple idea: high-protein food shouldn't taste like a compromise.
Overview
NOA came to me with a straightforward brief and a hard problem: build a brand for high-protein ice cream that doesn't look like a protein product. The category is full of clinical packaging, bold sans-serifs, macro callouts, and neon accents. NOA wanted none of it. Their product is dessert first, and the brand needed to say so without apologizing.
The starting point was flavor. Rather than build one look and apply it across the lineup, I let the five flavors drive the system, each with its own color world over the same warm cream and deep espresso base. From there it extended into a Shopify storefront and a recipe blog that gives customers a reason to come back.
ClientNOA Protein
RoleBrand, Packaging & Web Design
ScopeIdentity, Packaging, E-commerce, Merch
Year2025
The Brand
The logo and label work had to feel approachable and premium without being precious. Comfortable sitting next to the indulgent dessert brands people already love, rather than announcing itself as the healthy option. The name helps: NOA is clean, short, and a little mysterious. It gives away nothing about macros.
Logomark
Wordmark
Reverse
Flavor Worlds
Vanilla Bean in deep blue, Caramel Latte in toasted amber, Chocolate Fudge in rich espresso brown. Pick up any pint and you know the flavor immediately, and they still read as one family. The chocolate ring motif repeats that logic across packaging, web, and campaign graphics.
These five are Phase 1, the flavors NOA launched with. Switch between the campaign art, the ingredient graphics, and the five-pack packaging to see how far each color world travels.
Phase 1
The launch lineup
Vanilla Bean
Caramel Latte
Strawberries & Cream
Snickerdoodle
Chocolate Fudge
Phase 2 · In Progress
Phase 2 pushes the lineup into coffee, which is where the espresso half of the palette finally gets to lead. Seven new flavors are in the works, each one needing its own color world to slot into the system without crowding the originals.
Coffee
Coconut MochaComing soon
French VanillaComing soon
Honey BunComing soon
LatteComing soon
UbeComing soon
Lattes
ChaiComing soon
MatchaComing soon
On the Web
I built the storefront to keep the flavor-first logic intact all the way to checkout. Each flavor gets its own section in its own color world, so scrolling the site feels closer to reading a menu than clicking through a catalog.
Visit the live site
Recipe Blog
Every NOA flavor works as a starting point, not just a scoop. The recipe blog remixes each one into something else: shortcakes, lattes, birthday cake. It gives customers a reason to come back, and a way to make the product their own.
Vanilla Bean
Cinnamon Roll
Your favorite breakfast pastry, reimagined as a high-protein frozen treat.
Chocolate Fudge
Mocha Crunch
Where the barista meets the chocolatier. A sophisticated, high-protein pick-me-up.
Snickerdoodle
Churro Crunch
Inspired by the classic fair treat. All about cinnamon sugar and texture.
Caramel Latte
Caramel Turtle Latte
Bold cold brew meets a nutty, buttery crunch. A coffee-shop classic, frozen.
Strawberries & Cream
Strawberry Cheesecake Bite
A no-bake favorite scaled down to bite-sized: cheesecake tang, fresh strawberry sweetness.
Chocolate Fudge
Brownie Chunk Fudge
Dense, fudgy brownie chunks folded into a rich chocolate base. For when a scoop needs to be dessert.
Vanilla Bean
Cookies & Cream Crush
Classic cookies-and-cream crushed straight into the base. Crunchy, creamy, endlessly nostalgic.
Vanilla Bean
Birthday Cake Batter
Sprinkle-studded cake batter flavor, no oven required.
Merch & Applications
The identity had to work on a hoodie or a napkin as well as it works on a shelf. Warm and approachable, with enough confidence to sit anywhere the product does.
Apparel
Cup Lineup
The Result
A protein brand that reads as dessert on the shelf, in the cart, and in somebody’s kitchen. Five flavors that each got their own world and still came out looking related, with seven more on the way.
Next Project
