Hellava
Hellava: Building a creator-led,
social-first performance brand
Project Included: Design Strategy, Packaging Design, Art Direction, Illustration Design
The Brief
Created in collaboration with fitness creator Brody Falgoust, Hellava was built as a social-first performance brand designed to translate his audience, influence and passion into a consumer product. With over 5 million combined followers and a highly engaged fitness community, the opportunity was to create a brand that felt authentic to Brody’s personality while standing strong as a standalone business. The first product launch focused on energy and focus gummies, targeting a younger audience looking for performance support, convenience, and strong visual appeal in a highly competitive category.
The Challenge
The main challenge was creating a brand that felt creator-led without relying too heavily on personal branding. It needed to leverage Brody’s recognisable energy, discipline, and community trust, while building something scalable beyond the individual. The brand had to feel bold enough for social media, distinctive enough for shelf presence, and credible enough to compete in the performance supplement space. There was also a need to create a strong visual system that could work across content, merchandise, product packaging, and future category extensions.
The Solution
Hellava was developed as a bold, high-energy identity built around motivation, performance, and attitude. The name itself captures the personality of the brand - confident, memorable, and built for conversation. Strong typography, electric green tones, and a distinctive lightning bolt icon create immediate recognition and social impact, while playful messaging gives the brand a strong creator-led voice. The packaging balances performance cues with visual energy, helping the product feel both functional and culturally relevant. The result is a brand that feels native to the creator economy while establishing the foundations for long-term growth beyond content alone.
