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This self-directed project was an ode to one of my favourite foods: pasta! With the iconic Whole Foods aesthetic in mind, I designed a series of single-serving packages that housed both my beloved carb and its accompanying sauce in one delicious kit.
The Goal
I challenged myself to design packaging that would appeal to young, health-conscious urban professionals aged 25-45 who wanted easy, hearty meals to fuel their busy lifestyles.
The Strategy
A combination of hand-drawn illustrations and rich colours produced an earthy, artisanal brand identity that was aligned with, yet distinct from, the packaging used by similar all-natural products. A small “Ready in 5 minutes” feature in the top right corner let buyers know that these fresh, flavourful ingredients were designed to fit seamlessly into their schedules.