AgriVeg Singapore
BEFORE
The client wanted me to create a new, more attractive product packaging for their holy grail product - kale.
Below, you will find the design that they have used for their packaging before they approached me.
For their new packaging, the most obvious changes were that more vibrant colours and cartoon-like graphics are used, and the company's address has been removed. The reason for this is to keep the packaging attractive to both adults and children but yet keep the design minimal and smartly functional.
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As there were some colour limitations from the client -- I only could use a maximum of 5 colours, I decided to stick with a colour scheme with different tints and shades of orange.
after
The design features an orange monster enjoying the packet of kale, with usage of its hands holding the "Love Homegrown Produce" logo which was brought from its previous design. It is also conversing how the kale is 100% organically grown and it's "Totally Kale'in It!"
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A pun is brought up in this packaging design due to the fact that most of my artwork is based on wordplay and jokes. This pun can be interpreted with 2 different meanings:
The first, would be - There is kale in it.
And second, would be - The monster is killing it.
The client really appreciated the copywriting in my other works, and thus they were open to using this "Totally Kale'in It" phrase in the packaging.
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Below is a mock-up for the redesigned Kale packaging. This packaging can be found in any of their physical stores (in their farm/pop-ups) and on RedMart, an online grocery shopping service.
