I really love to make chili oil and even more so love eating it! I wanted to create something that would be not only attractive but also practical and meaningful. I did this by drawing my own sketches, looking at packaging reference images, working with typography, color, and photographing the images to direct the brand. With the help of generative AI, I was able to portray this into such production grade imagery. I worked with the little visual details that would make it stand out from the typical modern food brand. Many of my decisions were based on a previous branding project I did. How to strengthen the visual system, how to make the packaging feel familiar at a distance, how to make the product photo part of the identity, and how to do it. The final direction's visual language is a blend of chili red, retro green, cream tones, chinese typography and a touch of nostalgia. A feeling of tradition with a current enough vibe to comfortably sit on a shelf, website, or social media platform. It was a very personal project, but also a great exercise to create a food brand from scratch. If you're a food, beverage or consumer brand and you're looking for help with brand identity, packaging or visual direction, I'd be delighted to do something similar. #branddesign #packagingdesign #graphicdesigndaily #graphic #packaging #customtype