Counter is breaking the frozen food mold with truly nourishing, macronutrient-balanced meals for people on the go. Ditching fad diets and misleading labels, Counter makes macro counting accessible and affordable for everyone—not just fitness enthusiasts. With a rebellious yet benevolent tone, the brand challenges conventional nutrition while delivering quick, genuinely healthy meals. We crafted a dynamic identity rooted in macro counting, using bold color bars that visually represent each meal’s macronutrient profile. The adaptable logo integrates seamlessly into different lifestyles, while the packaging embraces a “Mullet branding” approach—clean and simple upfront, bold and engaging on the back. Strategic sticker elements connect the front and back, adding personality and cohesion in the freezer aisle.