Challenge

Anna Ingesdotter, Head of marketing at Foodhills AB, reached out to me about a packaging design project. Foodhills produces peas – something that Sweden, and Skåne in particulary, is world famous for. The packaging should tell a story for the containing gourmet sorbet made of green peas – a sorbet that you can eat traditionally as a dessert, but also together with warm food or as a dip to a starter with shrimps.

The sorbet together with its packaging should create attention, and also raise the status and image for green peas. They packaging design should not feel as advertising – it should more look like an ice cream package from the store. The packaging should have clear peas focus, signal back to nature, feel genuine and also look good on the shelf and on the dinner table. 

Solution

After brainstorming and inspiration research, I started to explore different routes through pencil sketches. Three different directions were presented to Anna. The path we chose to proceed with has taken inspiration from old school posters. Next step was to start creating the artwork – first off illustrations. The style was hand drawn, so I started to illustrate the peas, lemons and mints (also ingredients in the peas sorbet). I used color pencils from Faber Castell to draw the illustrations, which later was scanned and refined digitally. The complete layout also incorporates copy about Foodhills and serving suggestions. Ingredients, nutrition values, et c, were printed on a separate label and placed in the bottom of the packaging. The final printed sorbet packages will be sent to the target groups as promotion, and the sorbet is also available to purchase at selected food stores in Skåne, Sweden.