This project aimed to update the crispy fish cracker packaging, which previously lacked visual warmth and product clarity, resulting in low emotional engagement on shelf.

The redesign focused on introducing product visibility, improving color strategy, and crafting a more inviting, premium visual experience.

My Role

Redesigned the layout using new product photography, establishing a clear information hierarchy and repositioning the product image to drive appetite appeal.

Worked with marketing and product teams to align on finishing techniques, including gold foil application, color contrast, and print production feasibility.

Design Approach

• Repositioning Visual Tone:
  Addressed the original packaging’s low visual warmth and lack of sensory cues, which created a flattened brand expression that didn’t reflect the product’s appeal.
• Engaging Composition:
  Crafted a flow-driven layout, using the image of the crackers to lead the viewer’s eye naturally from front to back, enhancing both storytelling and spatial rhythm.
• Premium Through Material & Finish:
  Introduced controlled gold foil elements to signal quality without overpowering — striking a balance between shine, tactility, and legibility.
• Color & Contrast Strategy:
  Applied a warmer, contrast-rich palette that complemented the product tones and maximised visual draw in retail environments.

Outcome

• Transformed the packaging into a visually engaging and premium retail piece, improving both product clarity and shelf presence.
• Delivered a refreshed identity that better communicates product quality through intentional use of form, material, and color.