My client for this conceptual packaging project was Trader Joe’s, a California based chain of grocery stores offering a wide selection and a funky and welcoming in-store vibe. In redesigning their line of fresh mozzarella, I sought to merge turn-of-the-century label design (centered layouts, movable type, custom letter treatments, metallic coatings) with contemporary trends in packaging design, like maximal white space and pastel color-blocking. From the beginning of the design process, I had a clear vision of what the “feel” of the packaging design should be. I simply needed to figure out what the mechanic details of the design were going to be.

I first created two moodboards representing different potential directions. This helped me fully explore the possibilities for this project, and allowed me to immediately begin refining. After deciding on the direction represented in my first moodboard, I began sketching. The hand-drawn label designs reflected the research I conducted into turn-of-the-century typography and labelling. The production stage of this project was particularly difficult because per my design, I had to use the gold-foil laminator machine in the WWU Design production lab. The machine can be finicky at times, but I eventually created a final result that aligned with my original vision.