This project was developed as part of my application portfolio for Vista College in Heerlen. While my enrollment ultimately did not proceed, this project became a foundational learning experience in conducting comprehensive market research and developing a complete brand identity from concept to visual execution.
The assignment required the creation of a complete chips brand identity, including packaging design (bag or can format), logo development, corporate design system (not full), and professional mockups. I chose to work with bag packaging as my primary format.
Research
I conducted thorough research into existing competitors within the snack food market, analyzing:
- Current market positioning and brand strategies
- Visual identity trends in the health-conscious snack segment
- Packaging design conventions and differentiation opportunities
- Consumer appeal factors in the better-for-you snack category
Logo Development
Through iterative exploration and research into effective logo design principles, I developed multiple concepts before finalizing the brand identity for Blossom Bites, which is a bubbly typeface with an icon of a cherry blossom which can be used across the entire brand.
Brand Concept: Blossom Bites
Product Innovation: Light, crispy chips made from cabbage and Japanese cabbage (Napa cabbage), offering a nutritious alternative to traditional potato chips.
Key Differentiators:
- Plant-based and nutrient-dense ingredients
- Lower calorie profile while maintaining satisfying crunch
- Unique vegetable base setting it apart from conventional chip brands
Deliverables
- Partial brand identity and logo design
- Package design for chip bags
- Professional product mockups
Key Takeaway
This project established my approach to thorough research as the foundation of effective design work. The process of analyzing competitors, understanding market positioning, and translating insights into a cohesive brand identity has remained a core element of my design methodology.