Notpla

Notpla created one of the world's most innovative materials: seaweed-based packaging that disappears naturally. But while the products were advancing, the brand felt naive—unpolished, unclear, and unprepared for scale. Customers struggled to understand what made Notpla different or what its products actually did.

The rebrand brought structure and maturity while keeping the magic. The new brand system centres on one principle: let the product do the talking. The identity is calm, deliberate, quietly confident. It amplifies the innovation without distraction.

Visually, the system draws from the material itself: algae-inspired colours, grounded typography, organic forms that suggest transformation. The logo evokes movement (droplets merging, states shifting). A flexible design system scaled across investor decks, product launches, packaging, and the website. The site became a full redesign, replacing an outdated theme with a purpose-built experience.

I led the rebrand, collaborating with a brand strategist and junior designer. Since then, I've continued evolving the brand as Notpla has grown, defining product architecture, positioning, and communications across the business. A holistic role balancing storytelling and systems, strategy and craft.