This conceptual packaging project was created in response to a third-party brief, with the goal of designing a modern, brand-forward label system for a fictional hummus line. I focused on creating a cohesive visual identity, optimizing for clarity, shelf impact, and user-friendly layout. The project reflects my attention to hierarchy, ingredient presentation, and packaging structure—skills that translate directly to regulated product environments.
I wanted the final design to be playful, engaging, and cohesive. I knew I wanted to incorporate the look of a gingham pattern for a summery/picnic aesthetic. I also wanted there to be an element that looked like a swirled dollop of hummus so I played around the most with the gingham pattern and a swirl in my initial drafts and ideas.
Gigham Pattern
Draft
Draft
I felt my vision for this project fully started to come together when I sketched out and incorporated my drawing of the hummus plant. The delicate and organic lines of my drawing complimented the thicker lines and geometrical aspects of the gingham and hummus swirl I had started with. I felt it also worked well in contrast with the type I chose.
Now that I had a solid foundation of designs that worked, I felt I now had a good idea of what the brand should look like and all the elements I wanted to use to finalize the assets. In order to help me keep things cohesive and organized I created a Brand Guideline Sheet.
From this point, I was able to more easily build and customize assets and variations of mockups using my brand guideline and the core elements I had built as my foundation. Such as the swirl, the gingham, and my illustration. Keeping things organized and building a brand guide helps me to optimize my workflow.
Box mockup credit:
<a href="http://zippypixels.com/free-wonderful-tea-packaging-mockup/">Mockup by Zippypixels</a>
Overall, I am very pleased with how this project turned out. All of the elements came together to build a design that provides shelf-appeal, a cohesive visual identity, and a user-friendly layout. Through this work, I demonstrated an ability to interpret design briefs, work within packaging constraints, and build visual systems that are both compelling and functional.