Fueled by frustration about the amount either ugly or bland packaging, as wel as an
interest in the psychologic effects of packaging design, the idea to make a step in the
right direction arose.
I did research about how we associate colours, shapes and typography with taste and smell. Based on that, I compiled a packaging-guide and applied the process to 10 products to put it to the test. The results belong to a family of products of some imaginative private label. Designs are stripped down to the essentials, which still preserve the required associations. A dynamic grid is used as a layout structure to create coherence between all packages.