Hiya is a children’s health and wellness brand known for its sugar-free, chewable multivitamins marketed directly to parents through a subscription model. The company was co-founded in 2019 by Darren Litt and Adam Gillman, two Los Angeles-based fathers who set out to create an alternative to sugar-laden gummy vitamins for kids.[1] Hiya launched its first product in March 2020.[2] In December 2024, USANA Health Sciences acquired a 78.8% controlling stake in Hiya Health Products for approximately $205 million in cash.[3]
Design and History
Hiya’s visual identity centers on a wordmark of the brand name “Hiya” in lowercase letterforms. The company’s website and product pages display the name in a friendly, rounded sans-serif style, rendered in a deep blue tone.[4] Brand asset tracking lists the primary logo color as Venice Blue, with the hex code #054B7E.[5]
The wordmark has remained visually consistent since the company’s founding period. Hiya filed a trademark application for the standard character mark “HIYA HEALTH” in January 2021, covering vitamins and nutritional supplements.[6] A separate application for the word mark “HIYA” was filed in December 2021.[7] These filings indicate the brand name itself, rather than a pictorial emblem, forms the core of the trademarked identity.
No public documentation identifies a specific designer or agency responsible for creating the Hiya logo. The brand’s visual identity extends across its packaging and marketing, which emphasizes a clean, minimalist aesthetic consistent with its ingredient-transparency positioning. Product packaging features a reusable glass bottle that children can personalize with stickers, a design element intended to make the daily vitamin routine more engaging for kids.[8]
Meaning and Symbolism
The brand name “Hiya” functions as a friendly greeting, and the company’s marketing consistently uses playful, approachable language aimed at both parents and children. Hiya’s own communications describe the brand as “superpowered” and on a mission to “reimagine children’s health,” framing the product as a positive daily habit rather than a medicinal chore.[2]
The blue color of the wordmark has not been assigned an official symbolic meaning by the company in available sources. However, the brand’s broader visual system, including its packaging and website, pairs the blue wordmark with bright accent colors and playful illustrations that reflect the dual audience of health-conscious parents and children.[9]
Typography and Design
The Hiya wordmark uses lowercase, rounded sans-serif letterforms with soft curves. This typographic choice gives the logo a casual, child-friendly character that distinguishes it from the more clinical or corporate look of traditional vitamin brands. The lowercase styling also mirrors the brand’s conversational tone in its marketing copy, which speaks directly to parents about the problems with conventional children’s vitamins.[8]
The specific typeface used in the Hiya logo has not been publicly identified by the company. The logo appears without additional iconography or emblem elements, relying on the wordmark alone as the primary brand identifier across the website, product packaging, and social media.[4]
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