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Process
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Process
A clear process for packaging
that needs to do more than look nice.
A clear process for packaging that needs to do more than look nice.
Before I design, we define what the packaging needs to communicate.
What should people notice first?
What makes the product different?
What should be felt before tasting?
And how can the visual direction grow across more flavours, origins or formats?
The result is not one nice pack in a style I repeat.
It is a visual direction shaped by the product itself.
With illustration, colour, type and packaging rhythm working together.
So the pack feels specific, ownable and ready to grow.
Before I design, we define what the packaging needs to communicate.
What should people notice first?
What makes the product different?
What should be felt before tasting?
And how can the visual direction grow across more flavours, origins or formats?
The result is not one nice pack in a style I repeat.
It is a visual direction shaped by the product itself.
With illustration, colour, type and packaging rhythm working together.
So the pack feels specific, ownable and ready to grow.
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PROCES
A clear process for packaging that needs to do more than look nice.
Before I design, we define what the packaging needs to communicate.
What should people notice first?
What makes the product different?
What should be felt before tasting?
And how can the visual direction grow across more flavours, origins or formats?
The result is not one nice pack in a style I repeat.
It is a visual direction shaped by the product itself.
With illustration, colour, type and packaging rhythm working together.
So the pack feels specific, ownable and ready to grow.
Before I design, we define what the packaging needs to communicate.
What should people notice first?
What makes the product different?
How does the story become visible before tasting?
And how can the visual direction grow across more flavours, origins or formats?
The result is not just one nice pack.
It is a visual direction with a reason behind it.
The steps
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Process
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Process
The steps
The steps
A process for finding what is specific.
A process for finding what is specific.
A process for finding what is specific.
1
Talk through the product
We start with a conversation.
About the product, the origin, the flavour, the people behind it and what the packaging needs to do.
I ask questions to understand what is already there, what feels important and what is not visible enough yet.
We start with a conversation.
About the product, the origin, the flavour, the people behind it and what the packaging needs to do.
I ask questions to understand what is already there, what feels important and what is not visible enough yet.
We start with a conversation.
About the product, the origin, the flavour, the people behind it and what the packaging needs to do.
I ask questions to understand what is already there, what feels important and what is not visible enough yet.
2
Research the world around it
Then I look closer.
At the product, the category, the shelf, the audience and the visual space around your brand.
Not to copy what is already there, but to see where your product can feel more specific, more real and more ownable.
Then I look closer.
At the product, the category, the shelf, the audience and the visual space around your brand.
Not to copy what is already there, but to see where your product can feel more specific, more real and more ownable.
Somewhere in the product is the thing that makes it different.
A flavour. A place. A process. A rhythm. One small detail with character. We choose what people should recognise and remember.
3
Find what makes it yours
Somewhere in the product is the thing that gives it character.
A flavour.
A place.
A process.
A small detail.
We choose what people should notice, feel and remember.
I turn that angle into a few visual directions. Illustration style. Colour. Typography. Mood. Packaging ideas.
You’ll see two or three ways your product could feel. Not finished yet, but clear enough to imagine it on a shelf, in a shop, or in someone’s hand.
Somewhere in the product is the thing that gives it character.
A flavour.
A place.
A process.
A small detail.
We choose what people should notice, feel and remember.
The steps
4
Shape the visual language
This is where the product starts to get its own world.
Not a fixed illustration style.
Not a ready-made look.
A visual direction built from your origin, flavour, audience and shelf context.
This is where the product starts to get its own world.
Not a fixed illustration style.
Not a ready-made look.
A visual direction built from your origin, flavour, audience and shelf context.
This is where the product starts to get its own world.
Not a fixed illustration style.
Not a ready-made look.
A visual direction built from your origin, flavour, audience and shelf context.
5
Build the system
Now the pieces need to work together.
We decide what stays the same and what can change across products, flavours, origins or formats.
So each product feels specific, but the full line still feels like one brand.
Now the pieces need to work together.
We decide what stays the same and what can change across products, flavours, origins or formats.
So each product feels specific, but the full line still feels like one brand.
Now the pieces need to work together.
We decide what stays the same and what can change across products, flavours, origins or formats.
So each product feels specific, but the full line still feels like one brand.
6
Bring it to the pack
The visual direction moves onto the actual packaging.
Front, back, side, text, colour, type and illustration all get their place.
So the idea becomes something people can understand, notice and pick up
The visual direction moves onto the actual packaging.
Front, back, side, text, colour, type and illustration all get their place.
So the idea becomes something people can understand, notice and pick up
The visual direction moves onto the actual packaging.
Front, back, side, text, colour, type and illustration all get their place.
So the idea becomes something people can understand, notice and pick up
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Style
Not one fixed
illustration style
Every product asks for something different.
A washed coffee from Ethiopia does not need the same visual
world as a bold chocolate bar from Peru or a quiet herbal tea blend.
So I don’t start with a look.
I start with origin, flavour, audience, shelf context
and what the product needs people to feel first.
From there, the style follows.
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Style
Not one fixed
illustration style
Every product asks for something different.
A washed coffee from Ethiopia does not need the same visual world as a bold chocolate bar from Peru or a quiet herbal tea blend.
So I don’t start with a look.
I start with origin, flavour, audience, shelf context and what the product needs people to feel first.
From there, the style follows.
/
Style
Not one fixed
illustration style
Every product asks for something different.
A washed coffee from Ethiopia does not need the same visual world as a bold chocolate bar from Peru or a quiet herbal tea blend.
So I don’t start with a look.
I start with origin, flavour, audience, shelf context and what the product needs people to feel first.
From there, the style follows.
Curious how this works in real packaging?
Every product asks for its own visual direction. Here are projects where origin, flavour and character became packaging people can hold.
Curious how this works in real packaging?
Every product asks for its own visual direction. Here are projects where origin, flavour and character became packaging people can hold.
Curious how this works in real packaging?
In a 30-minute call, we explore your product together. From story to illustration, from feeling to form. No prep needed. Just bring your product or your idea.