SRSLY Good Mustard

SRSLY GOOD Mustard
Brand Identity & Packaging Design for Artisanal Food Startup

OVERVIEW

SRSLY GOOD is a family-owned, father-son startup producing artisanal, hemp seed-based mustards crafted with unexpected ingredients like Schisandra berry, Kimchi, and Beet. Designed to disrupt the traditional, overly muted "granola" health food aisle, the brand identity injects attitude, vibrant color, and modern personality into a category typically dominated by conservative packaging.

DESIGN & INSPIRATION

Typography & Brand Attitude: Utilized bold, blocky typography and playful letterforms for the "SRSLY GOOD" wordmark to immediately establish a punchy, confident tone on the shelf.

Custom Iconography: Designed a bespoke set of health and benefit icons (such as non-GMO, vegan, and hemp-based indicators) to cleanly communicate key dietary features without sacrificing label aesthetics.

Color System & Contrast: Paired dark charcoal labels with high-contrast background colors—rich yellows, punchy pinks, and warm whites—to distinguish flavor profiles like Classic, Kimchi, and Beet while ensuring maximum pop on retail displays.

Graphic Elements: Integrated playful, abstract seed and dot motifs floating around the typography to visually cue the textured, hemp seed ingredient base without cluttering the clean label architecture.

RESULTS & IMPACT

- Created a category-disruptive packaging system that helped launch a father-son vision into a standout, market-ready artisanal brand.

- Established a scalable visual framework that accommodates new flavor variations while keeping brand recognition strong across the product line.

- Transformed functional product callouts—like "made with hemp hearts"—into engaging, custom-branded graphic elements that highlight its unique health benefits.