Goal Gut Punch needed a packaging identity that matched its bold, energetic name. The brand wanted to stand out in the competitive fermented food market with a fun, slightly unhinged mascot that would grab attention and convey a playful, high-energy personality. Role I developed the brand identity and packaging design, creating a quirky character that embodies Gut Punch’s lively spirit. I combined bright colours, bold typography, and cheeky illustrations to give the brand a modern edge while maintaining a connection to the quality of its products. Outcome The final design gave Gut Punch a distinctive shelf presence, setting it apart from more traditional competitors. The packaging reinforced the brand’s playful yet premium positioning, helping to attract a loyal customer base and increase brand recognition.