Kiwi & Milk is a playful, fruit-inspired brand intended for refreshing milk beverages. Even though this project is fictional, the design reflects a mission to merge freshness with fun, delivering an experience that feels both quirky and appetizing.
Understanding the Need
I aimed to create packaging for a milk product that stands out with vibrant character while still feeling credible. The challenge was to make packaging that’s visually delightful and gut-level appealing — something that communicates taste and quality even though the brand is purely hypothetical.
Crafting the Creative Direction
I focused on blending fruit-forward playfulness with visual clarity. The goal was to evoke freshness and joy through expressive illustration, bold colors, and legible hierarchy. The design needed to be snackable and friendly, yet maintain structure and clarity for packaging.
The Challenge
The main challenge was achieving the right level of whimsy without sacrificing clarity or functionality. Packaging had to be lovable and visually engaging, but also practical for consumer understanding, especially at smaller scales or in digital mockups.
Finding the Solution
To solve this, I developed an illustrative and color-driven packaging system:
Illustrative Identity: Bold, juicy kiwi slices integrated with milk, bringing a playful and mouthwatering look.
Color Blocking: Strong, bright backgrounds to help each variant or flavor stand out on shelves and in virtual presentations.
Clear Layouts: The logo, product name, and key information organized in a clean hierarchy for easy readability.
The Design Process
Logo & Labeling: A quirky yet clear treatment that balances character with brand clarity.
Color Palette: Refreshing green kiwi tones paired with soft milk pastels to reinforce product identity.
Illustrations: Fun, juicy kiwi visuals that make the concept feel lively and accessible.
Packaging Standouts: Clean compositions ensure the design works across cartons, mockups, and digital previews.
The Results
The final packaging design positions Kiwi & Milk as:
Refreshing and Fun — visually delicious and attention-grabbing.
Memorable and Cohesive — a strong brand identity that sticks in the mind.
Clear and Functional — balancing playfulness with clarity, even in small-scale packaging assets.
With this packaging, Kiwi & Milk becomes more than a concept — it transforms into an experience that feels both tasty and joyously memorable.
