eh_portfolio.pdf
© 2024 EVA HUZELLA
Gainful Health
2024 - 2025
Taking Gainful Out of the Gym and Into the Everyday.
When I joined Gainful, the brand leaned heavily into high-performance cues: a supplement-forward space shaped by gym culture. But Gainful’s vision was broader: to make personalized nutrition approachable, inclusive, and part of everyday life for everyone.
I led the design for a brand evolution that brought this vision to life across both digital and physical touchpoints. By evolving the art direction, incorporating real-life storytelling, and creating a warmer, more human design system, Gainful became a brand that meets people where they are — empowering them to feel confident, nourished, and at their best every day.
HEAD OF BRAND: COURTNEY SCOTT
DESIGNER:EVA HUZELLA
PHOTOGRAPHERS: MARK WEINBERG, LINDSEY SWEDICK
Turning a Product Feature Into a Brand Differentiator
Gainful is the only premium protein brand that combats flavor fatigue — offering individual flavor packets so customers can switch up their protein taste daily. But that unique benefit was getting lost in a crowded market of generic, hyper-masculine protein brands.
The design challenge was to extend Gainful's brand to visually articulate this differentiation: positioning Gainful as both delicious and premium, while still grounded in science and clean ingredients. The protein packaging system was fully reimagined to express Gainful’s unique brand promise: premium, clean ingredients paired with daily flavor variety to keep routines engaging and sustainable. The new design direction emphasized simplicity, indulgence, and scientific credibility, with a focus on highlighting the flavor sticks as a breakthrough product feature — a new standard for how protein can flex to fit real life, so people can stick to their routine.