BRAND SYSTEM · 2025
Brand Identity · Food Packaging · Marketing
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
Process
01 — Moodboard
The 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.
An archive that values pause, grain, and tactile memory.
02 — 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.
Page fragments balance structure with the unexpected.
03 — Wordmark Iteration
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.
Editorial marks become navigational anchors.
04 — Brand Guidelines
The wordmark was the center to develop a set of guidelines to follow the brand style, that put together the brand rationale, colour palette, typography, logo manipulation, target audience and asset editing.
Early references locate the project’s point of view.
05 — Packaging
The 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.
Prototype studies test pace, scale, and material presence.
06 — Marketing Strategy
A 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.
Final applications bring the work into public view.