MetTathione
Brand Identity, Art Direction & Web

Challenge

The brand lacked a distinctive identity, its naming structure felt inconsistent, and the website functioned more like a product catalog than a branded experience. Although the product and its Japanese origin carried clear value, that value was not being expressed in a coherent or memorable way.

Approach

I reframed the project as a structural fix rather than a surface redesign. I formalized “Met” as a core name through a set of logo variations, creating a clearer architecture across touchpoints. I shifted the visual language away from a clinical blue to a more human palette—sage green and beige—while retaining blue on packaging where it already carried recognition. I also updated the typography to a more human, conversational tone to improve readability and approachability across web and product contexts.

Outcome

A more coherent brand that aligns how people refer to it with how it presents itself. The system clarifies what the brand stands for and supports consistent use across packaging and digital. The website now communicates context and intent, not just products, making the offer easier to understand and extend to future lines.

Motion Design: Miguel Hernández