ABOUT

TANGERINE is a self-initiated packaging concept for a cat treat brand. I designed the brand visual direction, carton and snack wrapper packaging, character illustration and colour palette.

CONCEPT
The brief was to look unlike the expected cat treat: colourful, playful and instantly memorable on shelf. The challenge was balancing that personality with clear product information across a large carton of 12 daily snack packs and a much smaller Chicken Crunch wrapper.

EXECUTION
An illustrated ginger cat sits at the heart of the brand, its colour tied directly to the TANGERINE name. An oversized condensed wordmark runs across every pack, and Chicken Crunch sits in a clear blue panel so the flavour is easy to find. Bright orange leads the palette with hot pink, electric blue and black, while starbursts, dots and colour blocks add energy. The reading order stays deliberate: TANGERINE first, Chicken Crunch next, then pack details.

RESULTS
One unmistakable identity across carton and wrapper, with brand guidelines and saturated pink-and-blue campaign imagery that carry the same playful character.