2024
brand identity marketing packaging A branding and packaging project reimagining Cherry Blossom, a chocolate candy brand. It includes a new tagline, marketing strategy, and a comprehensive brand identity guide inspired by industry standards. The redesign features a modernized box designed to stand out on grocery store shelves, making the brand more appealing to a younger demographic
stage 1. moodboardsThe inspiration for the rebrand was 2000s pop culture, a pink color palette and retro-looking imagery. The intention was to treat the brand as a celebrity, hence the sassy and empowering tone in further stages.
stage 2. early sketches
The sketches and early digital explorations were mostly cursive word marks with rounded and open
glyphs, as well as flow lines and shapes.
stage 3. iterating the wordmark
Once I had a word mark set, I added color and layers to it, trying to find the balance between
depth, legibility and proper use of colour palette.
stage 4. packagingThe focus of the project was the packaging that would live on supermarket shelves, which definitely
changed from the original design. I first traced all the shapes with proper dimensions onto Illustrator.
The final design adheres to the brand guidelines as well as food-industry standards.
stage 5. marketing strategyA key element of the rebrand was retargeting the product’s audience, which required a new marketing
strategy. Featuring Sabrina Carpenter as the face of the campaign aligned with the initial vision.
To visualize this, I manipulated existing imagery to depict her eating the chocolate.