Visual system · 2021

muna.io

A muna.io phone screen aligned with a health and sustainability product bottle across a pink and turquoise split composition
Platform and product brought together in one campaign image

A loud, modular social-first system that taught me how far a visual language can stretch

muna.io was a young platform for healthier and more climate-conscious shopping. The company wanted a fresher visual direction for young adults: energetic enough for social media, recognisable beside contemporary sustainable brands and still connected to its original identity.

One language, many voices

I developed two related directions from the existing hot pink, cyan and dimensional M. The lighter “Ice Cream” direction became the main campaign language; a darker “Berry” variation offered a more formal register without abandoning the same visual DNA.

Rather than designing isolated posts, I built a kit of repeatable behaviours: fluid edge shapes, oversized typography, phone frames, bold crops and modular collaboration marks. The same ingredients could promote the app, announce a partner, explain sustainable choices or introduce a product without every post becoming the same template.

A formative system

The work is louder and less restrained than what I make today, but it was formative. It pushed me to trust colour, design in campaigns rather than single compositions and ask what must remain consistent when a visual identity is stretched across many kinds of content.

That lesson still sits underneath my current work: establish a small number of strong rules, then give them enough room to generate variety.

A muna.io phone screen aligned with a health and sustainability product bottle across a pink and turquoise split composition
Platform and product brought together in one campaign image
Pink illustrated hands holding a plant growing from a glass of coins with the headline Ethical equals expensive
Editorial social post
Turquoise social post with a pink-gloved hand holding a spray bottle and the headline How to avoid greenwashing
Editorial content
Wide pink, white and turquoise partner banner reading You x M — Find us now on muna.io
Partnership banner
Pink, white and turquoise product sneak peek template with a large open area for campaign content
Product feature template
Pink and turquoise collaboration graphic with a phone and flowing ribbons
Collaboration campaign visual