Daiya Flatbread
Creative Lead | Packaging Design | Photography Direction
_
Exciting news! Daiya has unveiled its latest creation – a brand-new flatbread line. I had the privilege of crafting three unique flavour profiles tailored for both the US and Canada markets. The visual allure of these products lies in their fresh, vibrant presentation, featuring captivating colour and texture variations.
What sets this product apart is its premium and distinctive nature within the current portfolio. Offering a heightened and premium experience, the flatbread line incorporates trending ingredients, ensuring it stands out as a unique and elevated addition to Daiya's culinary offerings.
These are photography collaborations with Leigh Beisch. The brand lead and myself lead the preproduction and planning of the photography vision which lead to beautiful food photography that highlights each aspect of the flatbread ingredients.
These are the initial concepts, with recommendations to move forward with the first on the left.
These are the second round of initial concepts, with final decision to move forward with the first concept on left.
After reviewing concepts with cross functional departments, we were notified that the product orientation would be changed from vertical to horizontal facing, thus changing the look of the design.
Once advanced concepts were approved, I was able to roll out the selected design into front of back/sides/back of pack and explore colours and layout for the additional flavours.
Project was brought to a halt after a redirection that the packaging needed to be vertical facing once again. The initial design that was brought forward was not going to work as a vertical design. Therefore, we needed to play around with orientation and placement once more.
These were the concepts that were created. We could either choose the bold direction and stand out on shelf or have the packaging be similar to the other product lines of the brand. We chose to be bold.
Once the concept was established. We rolled out the back of pack and moved onto photography and prepress. Final images are shown on the top of the page.
