Puffin Active Identity Packaging Design

An Unselected Direction, Resolved to Full Standard Same product. To the same question. The answer the brief did not choose, resolved to the same standard as the one it did. (Alternate Concept) 

Overview Clinical packaging for a product that deserved confidence. This concept explored an alternate answer to the Puffin brief developed in parallel with the selected nature-led direction, to the same production standard.

Role & Details Packaging Design Illustration, Colour System, Concept Exploration Happa Studios, 2022 Role: Packaging Designer

Problem Where every competitor went soft, this concept stayed upright. Clinical packaging had already flattened the product's confidence this route asked whether a bolder, more active identity could resolve it instead.

Insight The product works while you do. She is already in motion. Rather than repositioning around comfort, this concept built identity around the product's role in an active life, resolved through an illustrated figure rather than botanical imagery.

Concept A palette built into the figure herself: deep purple and pink, paired with an illustrated woman in motion, replacing the clinical or botanical cues used elsewhere in the category.

Execution Colour: purple, pink, bold, energetic, resolved to full production standard. Illustration: single figure motif carried consistently across packaging, accessories, and lifestyle applications.

Outcome Fully resolved to presentation standard as a parallel concept, ultimately not the direction selected, with the nature-led illustrated system carried forward instead.

Credits Client: Puffin Happa Studios, 2022 Role: Packaging Designer