Laird Superfood is rooted in performance, adventure, and wave culture. Founded by legendary big-wave surfer Laird Hamilton, the brand was built around fueling an active lifestyle through clean, plant-based products designed to sustain energy and performance. When the team came to Freelo to extend their newly redesigned identity across a growing portfolio, it was essential to preserve that spirit throughout every touchpoint.

We developed a flexible packaging system focused on shelf impact, shopability, and clear product navigation, helping consumers quickly identify their favorite products across an expansive lineup. Using color as a primary organizational tool and photography as a crave-driving storytelling element, we expanded the vibrant brand world across categories including coffee, hydration, supplements, hot chocolate, and more. The result was a cohesive portfolio that felt energetic, approachable, and unmistakably Laird.