BRAND IDENTITY DESIGN & positioning

Over Served is a passion project built to challenge everything people think they know about “healthy” branding. Instead of the usual minimal, beige, wellness aesthetic, we positioned the brand to live in direct opposition: bold, maximalist, and unapologetically indulgent.

The strategy was rooted in messaging first. We developed a brand voice that celebrates abundance over restriction;  flipping diet culture on its head. Taglines like “Yes, you can have thirds” and “No one’s counting here” became the backbone for a new kind of health food brand: one that makes indulgence feel joyful, colorful, and accessible. From there, the visual identity followed the positioning. Playful illustrations, oversized typography, and saturated color palettes were layered across packaging and campaign assets to reflect the “over the top” ethos of the name itself.

By intentionally creating a brand world that feels editorial, cheeky, and subversive, Over Served doesn’t just sell food, it reframes healthy eating as an experience people want to take part in. The positioning does the work of opening the door to a new audience who may never have seen themselves in the wellness space before.

PROJECT INFO: