Digital Commerce for Chialove Overnight Chia
Wellness without the prescription vibe.
Deux Huit Huit evolved Chialove’s existing identity to launch Prana Foods’ overnight chia brand directly to consumers in the United States. The work included e-commerce packaging, a Shopify experience, a social-content system, photography direction, and a brand guide centered on convenient, optimistic wellness.
Insights
- Chialove is positioned against the usual wellness cliches: Deux Huit Huit placed it between “wellness that feels like a prescription” and convenience “that feels like a compromise,” framing the brand as food that works with real life.
- Prana Foods asked the Montreal studio to take its overnight chia brand direct-to-consumer in the United States, and the work evolved an identity originally created by the in-house team for digital use.
- The rollout wasn’t just visual identity: it included e-commerce packaging, a Shopify experience, a social-content system, photography direction, and a brand guide centered on “a small move today is a head start on tomorrow.”
- The studio’s own line, “Chialove is heading for American breakfast tables,” makes the market goal clear: build a Canadian wellness product for U.S. breakfast habits and online retail.
- The case also suggests a full brand system built for commerce, with design system and brand guide support, plus photography and motion work used to make the product feel optimistic, convenient, and ready to buy.
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