CxBerries is a self-initiated brand concept for chocolate-covered dried berry snacks. I developed its visual identity, packaging direction, ecommerce mockups and campaign imagery, exploring how one playful idea could translate into a cohesive brand experience.

The concept brings together two contrasting sensations: the bright, fruity character of berries and the richness of chocolate. That contrast became the foundation for the entire visual direction.

I chose a vibrant palette of raspberry pink, strawberry red and blackberry purple, balanced with cocoa brown and cream. Each flavor has its own recognizable color while remaining part of the same family. A rounded, expressive wordmark and a chocolate-dipped berry symbol give the identity a friendly, distinctive personality.

The packaging puts flavor and appetite first. Large branding, bold color fields and berry illustrations make each pouch easy to recognize, while chocolate waves and product imagery communicate what’s inside. I extended the concept into a discovery gift box, bringing all three flavors together in one presentation.

For the ecommerce concept, I translated the identity into desktop and mobile mockups covering the homepage, product catalog, product detail and shopping bag. Cream backgrounds give the vibrant photography room to stand out, while clear product cards and prominent calls to action keep the shopping experience visually straightforward.

The campaign imagery explores the more expressive side of the brand: berries falling into melted chocolate, the logo sculpted into a chocolate surface, and packaging suspended among flowing chocolate ribbons. These compositions sit alongside simpler product arrangements and overhead photography, giving the brand a varied yet consistent visual language.

AI-assisted image generation was part of the creative process, guided by my art direction and iterative refinement of color, composition, packaging and brand consistency.

The result is a cohesive visual concept that connects identity, packaging and digital presentation, built around a simple idea: bold berries, indulgent chocolate and a playful personality.

Scope: Visual identity · Packaging concept · Ecommerce UI mockups · Art direction · AI-assisted campaign imagery