freedom from fragrance

Freedom from Fragrance is on a mission to advocate for cleaner products and better labeling — and the problem is bigger than most people realize. An estimated 30-50% of Americans would benefit from fragrance-free products. Meanwhile, the US doesn't require ingredient disclosure for most home and beauty products. So we have tens of millions of people unknowingly using products they're likely allergic to, every single day.

Freedom from Fragrance is here to change that. They report on the issue, research and spotlight products that actually serve this community, and are advocating for better labeling and cleaner formulations. Because you can't protect yourself from something you don't know is there.

approach

FFF operates across multiple mediums and is building  a platform for fragrance-free living — so the design system needed to match that ambition. The centerpiece is a certification seal that brands can put directly on their product packaging. Working backwards from that goal, the brand FFF marks and branding needed to feel credible enough for industry, approachable enough for consumers, and distinctive enough that producers would actually want FFF labeling to live on their products.

more chutney

More Chutney is a family-owned food company posing a simple question: why does Indian chutney only show up next to Indian food? Ketchup goes on everything. Soy sauce goes on everything. More Chutney made by Mai, should too.

Rooted in South Indian tradition, this umami-rich spread is great for elevating cheese boards, steaks, wraps, eggs — and whatever else needs a lift. It's the kind of flavor that makes you reach for the jar twice.

One taste and you'll get the name.

approach

The More Chutney brand is built on a visual identity drawn from Indian roots — particularly the country's homegrown typography, evidenced the hand-painted lettering found on lorries and storefronts across India. Bold, crafted, and full of character.

But the look was also built with intention: striking enough to stand out on any shelf, not just the ethnic food aisle. And polished enough to stay out on the table when guests come over.