The challenge was finding the right visual character for each product. For Shortbread, the direction focused on its classic recipe and authentic character, giving the product a more distinctive feel for the export market. Krinkle took a more playful approach, using its different flavors and packaging variations to create a fresh and approachable personality.
Top Biscuit had a different role. Rather than focusing on international appeal, the design needed to feel familiar and suitable for moments when people come together. Its visual direction was built around the product itself, making it easy to recognize and comfortable to bring into everyday celebrations and shared occasions.
Working across these three products was a reminder that good packaging is not only about how a product looks. It is also about understanding where it will go, who will see it, and how people will experience it. Each design had a different challenge, but the same goal: helping the products feel right for their market and the moments they are made for.
