HighRise Food Co.

(2025)

Samori and Kristain are entrepreneurs who started a business titled HighRise Food Co. an umbrella company eager to get its first product, a protein bar, on the shelves. They approached me hoping I could provide a look that matched what they could not quite depict on their own.

As described in their Zoom pitch, HighRise is a brand for the successful business person on the go, while also paying homage to their home of Brooklyn, NY through nods to brownstone homes and doormen (the working class lifeblood of the city). Their protein bar is what you eat as a pick-me-up between business meetings.

I was able to convince the clients that the aforementioned brownstones and doormen motifs, fit better as aspects of a visual campaign versus actual pieces of the logo. I described how they were counterintuitive to the elite luxury status they wanted to exude. Luckily, they saw my POV and agreed.

After completing the discovery and moodboarding phase, we recognized that there were no clear trends or logical reasoning behind the choices made by competitors in the protein bar market. This realization allowed us to explore any direction we desired. While many brands opted for vibrant colors, likely to attract attention on store shelves, we chose to take a different approach. We aimed to create a calm and collected design where the product itself spoke loudly, wrapped in a simple and minimal aesthetic.

The examples favored box logos featuring the business name. I noted that "Highrise" has eight letters, allowing for a square design when stacked. Each letter has the same width and consistent spacing, creating balance like a building. I connected the two "I's" to form a tower and added a notch at the top for dimension, reinforcing the design's meaning.

This was an enjoyable project. I believe that together we created a solution that addressed their problem and helped them advance their journey in bringing their product to life. They were direct about their intentions, passionate, and a pleasure to collaborate with. I look forward to exploring HighRise's role in the food industry with them in the future.