Midtown Packaging

THI

The Honest Illustrations

PACKAGING DESIGN

Midtown Bakery, a local bakery offering freshly baked goodies in and around Ludhiana, asked us to revamp their existing packaging with a fresh and engaging concept.

The visual system is created by minimal line illustrations, marking some popular architectural forms of the city along with Midtown on the map. Exploring the concept of a

close-knit community through a visual interpretation of the city of Ludhiana, I translated this concept into a packaging pitch for their freshly baked bread and cake jar with bright colourful illustrations.

(Packaging Design, Illustration)

Over view + Role

DURATION

July 2020 - Oct 2020

PLATFORM

TOOLS

Adobe Photoshop, Illustrator, After Effects

TEAM

Nikita Roy,

Divika Mehta

Inspired by the sense of community and the name of the brand "Midtown Bakery", I created a small colourful world of Midtown reflecting brand identity and its legacy.

PROCESS

Midtown Bakery strives to set a positive healthy food example with its freshly home-cooked goodies. The whole idea of revamping their existing packaging was to create a fresh yet approachable identity, something that one can easily pick up in a gourmet food store.

Using illustrations with bright colours as a whole to empower the line composition, inviting to connect with the brand as a key point in the city, the packaging creates a fresh yet engaging presence among the

target audience.