Packaging has been described as the 'silent salesman' of modern culture and is often the first point of call in persuading the consumer to purchase a product and thus must be considered a if not the, central element in marketing. I was motivated by the overload of ambiguous information and inconstancies i see within own-brands in our supermarkets, where each category of food has a different contracter. I hoped to explore an approach with a greater emphasis on communication through the use of more expressive visual elements without the use of photography.