Challenge Prime Brands Group approached me to explore visual branding directions for SOAR, a private-label electronics accessories brand intended to stand alongside their licensed product lines.

The core challenge: how do we create a new brand presence that can carve out its own space on the shelf, feel premium without being pretentious, and remain adaptable across product categories?

To answer that, I didn’t just design packaging—I designed a strategic brand test, grounded in consumer segmentation and visual storytelling.

Approach Rather than force a single solution, I developed two distinct creative directions for SOAR’s identity and packaging—each tailored to a different psychographic profile.

Direction 1: Minimalist Tech-Forward Clean, vibrant, and confidently modern. This approach used sans-serif typography, bold color blocking, and a minimalist layout that let the product breathe. It leaned into the visual codes of mainstream electronics brands—accessible, fresh, and scalable for retail.

Direction 2: Elevated & Abstract Built for a more luxury-conscious consumer, this concept featured elegant serif typography and vibrant layered abstract visuals. The tone was premium without alienating, aiming to tell a more emotive story around the product.

Both directions included full packaging mockups, logo treatments, and display considerations—designed not just to sell a product, but to spark an internal conversation around SOAR’s market positioning.

Outcome Though the project didn’t go to market due to the onset of the COVID-19 pandemic, it served its purpose: helping Prime Brands evaluate which aesthetic direction could carry their private-label strategy forward.

The dual-concept approach provided clear insights into how design affects brand perception, price anchoring, and consumer trust in the tech category.

This project exemplifies how design can act as a diagnostic tool, not just a visual output—guiding business decisions before a single product hits the shelf.