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Packaging @ Sunday
People
MY ROLE: Creative Director
DESIGNERS: Abbie Goetting, Becky Tillett
CONTENT WRITING: Jenni Hanley
THE PROBLEM TO SOLVE:
When Sunday brought packaging design in-house after initially relying on an outside agency, our internal creative team faced the challenge of maintaining brand cohesion while evolving the existing aesthetics. To elevate the packaging in a fresh yet consistent direction, we explored multiple design approaches and color palettes for each product. Our goal was to leverage the existing packaging equity, while testing new designs that would keep the brand feeling premium, identifiable, and forward-thinking.
The iterative design process yielded packaging systems that built upon proven creative equities, but with elevated executions that supported the essence of the brand rather than growing stale or predictable. Through strategic design iterations, we found optimal packaging aesthetics to propel the brand experience forward for consumers.
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