As a packaging designer, I was tasked with creating box designs for these delicious pies, which come in three exciting flavours. My goal was to convey the mouth-watering flavours to the consumer, while also appealing to millennials, who are the growth target for this category.

The original brief was focused on getting some labels for the pies, but I worked with the brand team to reprioritize and create a breakthrough look for the packaging. We wanted to break the mold of the universally bland packaging found in the pie category, while still ensuring that the designs were easily recognizable as pie.

To achieve this, I developed three different design concepts. The first design is clean and minimalistic, featuring a window that showcases the pie slice. I paired it with two clever brand names, "Perfect Piece" and "Not Your Basic Batch," which are sure to resonate well with millennials.

The second design is typographic and asks the question, "Why Not Pie?" I incorporated bright colors and an eye-catching look to grab the attention of millennials who are not currently buying pies.

The third and final design creates a more rustic feel, with bright colors used in a less dramatic way. The brand name, "The Pie People," is aimed at accomplishing the brief while still looking like the other pies on the shelf.

I made sure to put thought towards how we could expand the packaging in the future if the line of pies is successful. With Indulgent Pies, we are breaking the mold and introducing a new, exciting look to the pie category.