MAximeal
A fluffy orange cartoon monster with angry eyes and sharp teeth, holding a fork in one paw and a knife in the other kicking away an unhealthy dougnut.

Problem
The brand lacked distinction in a saturated meal replacement market despite multiple flavour launches.

Solution
NO MORE HANGRY
Developed a “flavour world” concept - creating characters, visual storytelling, and a full digital ecosystem that transformed the product into a relatable, engaging brand experience across web, social, and print. Most people know what it feels like to be “hangry” which immediately connects the consumer.

Building a Flavour-Driven Brand World

Assorted MaxiMeal meal shake packets labeled Cookies & Cream, Strawberry Swirl, Salted Caramel & Popcorn, Vanilla Dream, Blueberry Burst, Chocolate Hazelnut in a swirl of chocolate drink.
A plush teddy bear with cartoonish features holding a tall glass of a MaxiMeal salted caramel and popcorn flavoured meal replacement shake and a straw.

Packaging Designer: Ginger Storm

Side profile of a young woman with blonde hair wearing a yellow bucket hat and a lavender sweater, against a purple background.
Series of animated monsters with various colors and expressions, holding kitchen utensils and a rolling pin, standing in a row against a dark background.
A collage of various website pages for MaxiMeal designed in Figma, a meala replacement brand with 7 flavours, displaying different product flavors, ingredients, customer reviews, and FAQs.
A blue can of MaxiMeal Blueberry Burst flavor complete meal shake on ice cubes.
Two FSU's of MaxiMeal complete meal shakes. The left box features vanilla cream, strawberry swirl, and cookies & cream flavors, while the right box features chocolate bliss, blueberry burst, salted caramel & popcorn, and chocolate hazelnut flavors.

Select Works

A smiling woman in a pink jacket holding a bottle of Bioteen Prenestra supplement, with a pink background.
A retro-style kitchen countertop with a stand mixer, a copper mixing bowl, and a whisk attached, set against a blue background with the text 'Yuppiechef Retail Reimagined' overlaid.
Lineup photoshoot of five bottles of liquor, including wine, champagne, and whiskey, under a teal background with the text 'Checkers Premium Liquor' at the top.
A woman with dark hair and a floral tattoo on her arm stands on a grassy dune, holding a Mazee tan handbag above her head against a clear blue sky.
Cover of Finweek magazine with the headline "Make It Matter" and a graphic of a red clenched fist with black and red splatters on a black background.
Digital magazine cover of a wellness magazine featuring a woman in a yellow top and green skirt, smiling and pointing, with bright colors and floral background, promoting health, resilience, and self-care.
Healthmerch logo with background pattern of hand drawn icons, text promotes keeping an eye on your body for early detection to save lives.