The purpose of this project was to optimize Lean Cuisine's previous packaging by
simplifying communication, increasing readability of product names & utilizing more
color overall for added shelf pop .
In this concept all the information is contained inside of a shape for better readability.
The categories (everyday/culinary/spa/dinnertime collection) are color coded
with a band above the shape.
I've worked with the team at Wallace Church conceptualizing all 3 directions, but
my design focus was on this particular direction.
Concept 1 : shape holding information
Concept 2 : Simplification of elements.
The doodles now became part of the table setting so there is more room for communication.
Concept 3 : Evolution of previous packaging.
The color of the napkins now take up more space, increasing color perception. The
doodle creates a separation and almost a shape where the brand mark and product
category are held.