CBUM Itholate Packaging System

An illustrated packaging system for CBUM’s signature whey protein isolate line with RAW Nutrition.

Brand: RAW Nutrition x Chris Bumstead
Category: Packaging system
Role: Art Direction, Label Design, Product Visualization
Services: Packaging Design, Illustration Direction, SKU System, Website Renders
Year: 2024–2026

OVERVIEW

CBUM Itholate is Chris Bumstead’s signature whey protein isolate line with RAW Nutrition, built around a playful naming system inspired by his recognizable lisp. The product line had an existing packaging structure, but the visual system was simple and heavily reliant on color bands to differentiate flavors.

I reinvented the Itholate series into a colorful, fully illustrated packaging system that gave each flavor its own visual world while keeping the full line cohesive and recognizable. Across two years of development, the system became one of the most distinctive product families I worked on at RAW.

THE CHALLENGE

The original system needed more personality, appetite appeal, and shelf presence. With a growing flavor lineup, the packaging had to do more than change colors from SKU to SKU. Each flavor needed to feel ownable and memorable while still belonging to the larger CBUM Itholate family.

The challenge was to create a scalable system that could support constant flavor expansion, maintain clear product hierarchy, and work across packaging, e-commerce, and digital launch assets.

MY ROLE

  • Led art direction for the refreshed Itholate packaging system
  • Designed labels across the flavor lineup
  • Developed a colorful, illustration-driven approach for each SKU
  • Created a scalable structure that allowed new flavors to feel distinct while staying consistent
  • Built website renders and digital product visuals for ecommerce and launch use
  • Balanced flavor storytelling, brand recognition, supplement hierarchy, and production needs

DESIGN APPROACH

The refreshed direction moved the line away from simple color blocking and into a more expressive, flavor-led visual system. Each SKU used custom illustrated elements, bold color palettes, and ingredient-inspired storytelling to make the product feel more ownable and appetite-driven.

The system was built to scale. Consistent typography, layout structure, hierarchy, and brand placement kept the line unified, while the illustration and color direction gave each flavor enough personality to stand on its own.

OUTCOME

The final system created a more recognizable and visually memorable identity for the CBUM Itholate line. The packaging supported a wide range of flavor launches, ecommerce renders, and digital product presentations while giving the series a stronger presence across RAW’s product ecosystem.

The result was a colorful, scalable packaging family that became strongly associated with the Itholate line during my time working on the brand.

The Milk & Cookies execution from this system received a Professional Silver ADDY Award in Packaging.

Professional Silver ADDY Award