Packaging Design Case Study

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Overview

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Pick’em Toothpicks is a playful brand with a bold, colourful packaging style and a range of unexpected flavours. This project explores a new addition to the range: Poppin’ Passionfruit. The concept covers the flavour from start to finish, from naming and flavour notes to the visual design of the packaging. The aim was to create something that felt fresh and distinctive while staying true to the brand’s existing look and personality.

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Objective

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Create a new flavour for Pick’em Toothpicks that:

• Fits naturally within the existing product range

• Introduces a distinctive name and flavour personality

• Uses bold visuals to communicate the taste and experience

• Works across both the front and back of the packaging

 

The goal was to develop a flavour that felt like a natural fit for the brand, while bringing something new to the range through its colour palette, illustration and playful tone of voice.

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My Role

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I handled the flavour concept and packaging design, including:

• Flavour naming and concept development

• Flavour notes and supporting copy

• Front and back packaging design

• Illustration and colour direction

• 3D packaging mockups

 

Design Approach

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The starting point was the flavour itself. Passionfruit felt like a good opportunity to push the bright, juicy and slightly chaotic side of the Pick’em identity. I developed the name Poppin’ Passionfruit, supported by flavour notes that move from a tropical tease to a tangy kick and finally a juicy burst. This gave the flavour its own personality and helped shape the copy across the packaging. Visually, I used a vibrant mix of hot pink, orange and yellow, with a repeating passionfruit-inspired border to tie the design together. The main illustration of glossy lips biting into a dripping passionfruit brings the flavour to life and gives the front of the pack an expressive, playful focal point. The back of the packaging carries the concept through with matching colours, fruit illustration and bold typography, alongside the flavour description and product information. Throughout the design, the focus was on balancing the new flavour’s personality with the existing Pick’em range, so it feels like a recognisable part of the family without losing its own character.

 

Outcome

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The result is a bold packaging concept that introduces a new flavour to the Pick’em range while staying true to its playful visual identity.

From the flavour name and tasting notes to the illustration and final packaging mockups, every element works together to give Poppin’ Passionfruit its own distinct personality.