Hand crafted, fair-trade, functional and nutrient-rich spirulina superfood chocolate

Belovd Food


Belovd Food is a wellness lifestyle brand. It’s for people who believe in functional foods for their overall joy, health and well-being. To feel good all over and deep into their soul. And to know they are worth being loved. Be Happy. Be Healthy. Belovd.

Mindful & Good helped create a comprehensive branding and packaging system that portrayed the delicious premium spirulina based foods that Belovd handcrafts. The approach is warm and friendly including a mandala that reflects a sense of nature as well as the pure ingredients of cocoa pods spiraling together portraying the superfood spirulina found in each product. The combination of the refined logotype depicts the high end quality and is consciously juxtaposed with the scripted tagline. The word itself “mandala” means “circle” in Sanskrit which represents the circle of life in humans and their connection to nature that is at the company’s core. The minimalistic approach and blue color is a nod to the earth, water and nature along with the key ingredient of spirulina. The packaging for the company’s first product – Cocoalina Superbars – includes the clean custom logotype married with abstract, playful, artistic shapes, illustrations and patterns that elevate spirulina and showcase what flavor each is by their visual components and textures.

With the help of the redesign, new packaging and business guidance from Mindful & Good, Belovd Food was able to expand it’s distribution into several wholesale accounts and specialty retail seeing a 200% increase in profits in the first quarter.

Mindful & Good helped Belovd Food with branding and design and using compostable packaging to ultimately lower their overall footprint and waste for their chocolate bar production. We even hooked them up with a fellow partner – Crown Town Compost – to help reduce their food waste and become an almost zero waste operation. Through our sustainability strategy & consulting services and brand strategy, we helped the client integrate better sustainability focused practices within their business operations and sourcing while making a profit and doing good.

“Rachel Martin of Mindful & Good is as talented as she is dedicated to sustainability. She and her team helped with our company’s rebrand and new compostable packaging and we couldn’t have been more pleased. She paid attention to every detail and elevated our brand to the utmost pristine level that helped advance us into new markets, gain access to more retailers, increase sales and brand awareness with conscious consumers. Mindful & Good was incredibly knowledgeable on several levels of branding, design, business and sustainability. I highly recommend working with them.”
– Priya Patil, Founder, Belovd Food

Brand Strategy

Client: Belovd Food
Design Director & Designer: Rachel Martin

Compostable Packaging
Fair Trade & Organic
Sustainably Farmed Ingredients
Woman Owned & Operated