Joyloop

Joyloop was a collaboration with some very talented designers at Frooishen Design. Because of the nature of a relish product, photography was not a visually pleasing option. Frooishen came to me with a concept of traditional canning jars in graphic modern style, and my job was to infuse some personality into their vision. As an illustrator, my job is observing the nuances of nature and simplifying the details down to the essential elements that still communicate the object in a quick read while at the same time infusing a consistent brand style. The style (along with a color palette) becomes a unifying brand cue that will hold all of the packaging together.

The brand is starting with 2 flavors that share some common ingredients, but rather than repeating the same illustration for both packages, the designers wanted an ingredients library that they could rearrange for each SKU. Through color, the background became the heat level indicator and I added some hand-drawn textures to give some depth and shading like a glass canning jar.

The results are a whimsical modern product with the potential of many branding opportunities. Joyloop even printed some fun t-shirts using their new ingredients library!