Nosh
My own meal replacement brand. A powder in a capped pouch — add water, shake, and you have one clean meal. I built it and ran it for four years.
The idea
Every shortcut meal in Thailand asked you to compromise: fast and junk, or clean and slow.
Nosh removes the choice. The powder sits in a pouch with a screw cap, so the pouch is also the shaker — no bottle, no scoop, no washing up. Add water, shake, drink. One clean meal with essential vitamins and minerals, 30g of protein, high fibre, and nothing added for shelf life or sweetness.
Coming off a protein brand I'd built from scratch, I already knew the manufacturing and channel side. Nosh was the harder version of the same problem: not a supplement people add to their day, but a meal that has to replace one.
What I owned
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The mark
The o is a clock face with a third filled in.
It carries both halves of the proposition at once: how little time the meal takes, and how much of your day's nutrition one pouch covers. Hover the wordmark to see it fill.
On the pack
Five claims, ranked by what actually made people buy. The brown-and-white split, the line-drawn ingredients and the icon set were all built to survive being 400 pixels wide on a marketplace listing.
Where it stands
Four years of running a physical product end to end — formulation, packaging, brand, listings, ads and logistics. It's the reason I read a media plan as a P&L and not a reach chart.