Packaging, Branding, Visual Identity
The Brief
Designed two packaging systems for the same product, each targeting a different consumer segment.
The project explores how illustration, typography, color, and structure can shift a product's perceived value while maintaining clear brand recognition and consistency.
The Decisions
For the premium concept I worked with restraint: a minimal palette, generous negative space, and an illustrated cat that literally catches each fish flavor, which gives the brand a character without losing its refined feel. The logotype itself has the "C" as cat paws, "catching" the rest of the logo-type. A single accent color separates each flavor so the line still reads as a family on shelf.
The everyday concept goes the other way, with brighter colors, repeating illustrated patterns, and a more traditional package structure that feels approachable and energetic. Simplified graphics and bold color coding help shoppers find their flavor quickly and keep production practical at a larger retail scale.
The Outcome
Two complete packaging systems for one product. Together they show how design choices alone can reposition the same brand for different audiences.
The project strengthened how I approach every brief since, starting with who the work is for before deciding how it should look.
