Off Menu is a fiber soft chew brand created by a young entrepreneur who wanted to bring something fresh and culturally relevant into a traditionally uninspiring category. The challenge was finding the balance between youthful and immature. The brand needed to connect with Gen Z without relying on trends, forced humor, or the familiar visual language of supplements. We also helped shift the messaging away from features and functional claims toward the outcomes people are really looking for. Taste became the brand’s most ownable idea. That insight led us into a culinary world where flavor, experimentation, and personality could take center stage. Through an exhaustive illustration and character-development process, we created a system that feels authentic to its founder while leaving room for future flavors, stories, and products. The final brand makes fiber feel joyful, expressive, and far more interesting than the category people are used to.