ABOUT

Objective: To create a brand for a hyper-exclusive and made in-house product line through packaging design, signage, and an overall localised visual identity.

After doing initial research around the Market Street store, I created the logo to pay homage to the most memorable piece of interior décor within it. From studying other package designs within the store, I felt the packaging would have a stronger marketing appeal to customers if it incorporated isolated images of the product. This led to directing and shooting product photoshoots as well as editing the photography. I incorporated copywriting by coming up with product names and accompanying taglines. Once packaging was produced, I focused on creating related collateral and signage for POS displays. With the signage created, I was able to relay a graphics palette to chalkboard artists to create unique branded signage for key POS areas. Once everything came together, Market Street Originals was able to be a standout brand that coexisted with other grocery brands while standing out from the crowd. In the end, due to wearing many hats including Creative Director, Graphic Designer, Copywriter, and Photographer, I was named Regional All-Star for the year, the highest honour attainable at the regional level.