Noosa Delights
Design a new to market product offering under the noosa yogurt portfolio.
2023
Process
01 Competitive Research
I explored various yogurt and dessert yogurt brands to understand their market positioning and visual identity. I focused on how established brands distinguish their dessert offerings within their larger portfolios. Additionally, I analyzed diverse illustration styles currently in use to identify unique opportunities for the design direction.
02 Moodboards
We curated inspiration and developed multiple creative directions to explore for the packaging design. These concepts were presented to the marketing team, allowing us to align on the visual approach that best captured the brand’s vision for their dessert yogurt line.
03 Sketches
We translated the selected moodboard concepts into initial design routes, exploring various layouts, typography, and illustration styles. These sketches provided a tangible starting point for refining the visual identity and packaging structure.
04 Design Iterations
In the digital design phase, we transformed our sketches into polished digital concepts, collaborating closely with the marketing team to refine the designs. Navigating feedback between rounds was a key challenge, as we worked to balance creative vision with the team’s strategic goals, ultimately arriving at a design that resonated with the brand's identity.
05 Extensions
After finalizing the Front of Pack design, we shifted our focus to the full dieline, including the top and underside of the foil. During this phase, we explored various design finishes, such as embossing and matte coatings, while also adapting the design across multiple SKU offerings to ensure a cohesive product line.
06 Activations
I adapted the finished packaging design to various marketing materials, including e-commerce advertisements, coupons, and product photography concepts. A key focus was creating compelling e-commerce images that highlighted the product's benefits and claims, optimized for retailer platforms like Amazon and Target.
