megafood at expo west

Experiential Design · Art Direction · Environmental Graphics

CLIENT: megafood

Background

Natural Products Expo West brought MegaFood's new visual identity into the real world in a big way. Working within an existing booth structure, I translated our new positioning “Real food. Added nutrients. Trusted science.” into an immersive brand experience designed to introduce the new MegaFood to retailers, partners and the broader wellness industry.

A new identity. An existing footprint.

The booth structure had already been developed around MegaFood's previous visual identity. When the brand changed, rather than starting over, I worked with our exhibit partner to rethink how the existing environment could support an entirely new visual system.

The challenge was bigger than reskinning walls. Every graphic needed to work together across a large, multidirectional space to create clear brand recognition from across the show floor while supporting product discovery, sampling and conversations once visitors stepped inside.

Designing the brand in three dimensions

I led the design of the complete environmental graphic system, translating MegaFood's new visual identity across large-scale signage, educational walls, product displays, sampling stations and digital content.

Oversized real-food photography created visibility across the show floor, while warm wood and the brand's new palette and messaging carried the identity throughout the space. Custom glass terrariums, inspired by MegaFood's iconic glass bottles and filled with real ingredients like citrus, kale and herbs, turned our real-food story into a physical design element.

From screen to show floor

Ahead of Expo West, I visited our exhibit partner during installation to review the booth at full scale, troubleshoot production, refine graphic placement and make final adjustments to improve flow, legibility and consistency before it reached Anaheim.

Work done at MegaFood