The Seven Deadly Sins is a logo suite created for food and drink packaging, with each sin for a different logo. Initial research from Dante’s Purgatorio showed that lust was the least severe sin and pride was the worst. Research also showed that the sins also had a virtue connected to them. After creating thumbnail sketches, the idea chosen used the Latin words for the sins, with the Latin words for the virtues beneath each sin. The original sketches used a blackletter typeface, but a geometric sans-serif typeface was found to be a more robust choice after further testing. The next step in the project was figuring out a way to show the order of the sins. The first option was to place the word above a shape where the number of sides indicated the sin’s rank. After testing this and seeing how weak it made the logos, especially in gula, a change was apparent.

The text moved to overlap on the shapes, which was visually stronger than before. Along with this change, the Latin to English so the audience would not be confused about the product. The next step was to decide on the color palette. Following suit with the sins’ theme and their order in Dante’s Purgatorio, a blend of colors from yellow to red is the best choice. The specific yellow chosen has a tarnished feel, symbolizing that it is still
a sin even though it is bright.

The sins chosen to go onto the packaging are gluttony, greed, and wrath. Gluttony featured a thick rib-eye steak, a cut that is considered by most to be the best since it is very tender, juicy, and flavorful. The package design for gluttony involved wrapping the steak in wax paper, then butcher paper, and applying a label to both the front and back. Greed featured 100% cocoa chocolate, which is exceptionally bitter and used mostly in baking. The packaging design of greed is similar to gluttony but instead using foil first, then butcher paper, and a label on both the front and back. Wrath featured an energy drink, which gives consumers a boost of physical power. Since wrath is a drink, its packaging needed a way to connect and relate to gluttony and greed. The best option was to use a glass bottle sealed with a cork, giving it a certain quality that a can or normal bottle would not have.