I was contacted by one of the founders of AlluLite Nutrition, Inc. and subsequently contracted to design the brand identity, look and feel, and packaging for their products. The logo needed to be forward thinking, friendly, and suggestive of a premium product, but it also needed to compete with all of the other low-calorie sugar/sweeteners on the market. I created a simple mark from a fleur-de-lis shape and paired it with a hand-tooled ITC Cheltenham font but choosing an italic version so that the forward leaning suggested a progressive feel. Both stacked and horizontal versions were created for versatility. Black only versions shown here.