Summary
A playful packaging for a with an ice cream brand- bold, friendly, and expressive personality.
Role
Packaging design, visual identity, illustration direction
Timeline
4 weeks
Methods
Visual exploration, packaging layout, color system, illustration-led branding
Design decisions
Decisions were documented as a sequence of tradeoffs: what to simplify, what to make visible, where to slow the user down, and where the system should quietly remove effort.
Final solution
The final solution emphasizes progressive disclosure, strong status language, role-aware views, and a visual system that creates trust without adding noise.
Impact
Created a high-recall packaging system designed for shelf impact and brand memorability. Metrics: Visual system developed across multiple packaging applications
Case study
Shmoozies was a playful branding and packaging project for a food product that needed strong recall and shelf presence.
The challenge was to create a brand that felt fun, bold, and instantly recognizable without losing clarity. The packaging needed to attract attention quickly and build a personality that could extend across variants and touchpoints.
My role involved visual identity, packaging design, colour direction, layout exploration, and illustration-led brand language.
The design approach leaned into expressiveness: bold colours, friendly forms, playful composition, and a visual system that could feel energetic across packs.
A key decision was to make the packaging personality-led rather than purely product-led. The pack needed to create a feeling first, then support product recognition and variant clarity.
The final direction gave Shmoozies a distinctive and memorable packaging system designed for shelf impact, brand recall, and playful everyday appeal.
Additional screens, artifacts, and process details.
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