#Packaging_design #Art_direction #Graphic_design

CLIENT
ICA Sverige AB.

MISSION
Come up with a design for a line of bread where the products are used as a base for hot meals. There were five products, but as always the concept had to be expandable to allow for potential line extensions.

The client was thinking along the lines of street food and wanted me to explore that realm. It was also important to communicate the origin of the types of products, for example, Pizza bread - Italy.

DESIGN PROCESS
Together with the client, we concluded that the assignment consisted of three Italian products, one greek and one from the US. A challenge was that due to the actual products being made elsewhere we were not able to write "made in Italy" or depict flags.

I experimented with a number of ideas for the design ranging from food trucks to street lettering and the looks of single-use street food containers.

OUTCOME
The final design that I came up with is inspired by street art posters and spray paint templates. The "original origins" of the products are clearly conveyed through the use of colors, graphic objects and illustrated landscapes typical to that geographic region.

INFO
Photo: Lee Kearney
Food styling: Maria Zihammou
Illustrations: Axel Widén