A playful brand concept for chocolate-covered dried berries, brought to life through vibrant packaging, expressive product imagery, and an e-commerce design direction.

Scope: Visual Identity · Packaging Design · Art Direction · E-commerce UI · AI-Assisted Imagery Project type: Self-initiated concept

CxBerries started with a simple product: dried berries covered in chocolate.

I wanted to create a brand that made both ingredients equally present. The bright, fruity character of the berries and the richness of chocolate became the foundation for the identity, shaping everything from colour choices to packaging and campaign imagery.

The project grew into a complete visual exploration of how the brand could appear on a shelf, in an online store, and across promotional content.

The challenge was to make the product feel indulgent, playful, and immediately recognisable while creating enough flexibility for different berry varieties.

Each flavour needed its own personality, but every application still had to feel unmistakably part of CxBerries. The identity also needed to work across very different formats, from a small packaging label to an expressive campaign image.

I developed a vibrant palette inspired by the fruit itself: raspberry pink, strawberry red, and blackberry purple, balanced with cocoa brown and cream.

A rounded, expressive wordmark gives the brand a friendly presence. The chocolate-dipped berry symbol connects the identity directly to the product, creating a visual element that can work alongside the name or independently.

Colour carries much of the system. Different backgrounds give each variation its own energy while consistent typography and logo placement hold the collection together.

The packaging concepts extend this identity into a family of products with bold colour combinations and prominent branding.

I explored how the packs could work individually and as a collection, pairing them with loose berries and chocolate-covered pieces to make the contents immediately understandable.

The compositions give equal attention to the packaging and the snack itself. This keeps the brand visually expressive while helping the viewer imagine the product’s texture and flavour.

The campaign imagery takes the ingredients beyond conventional product arrangements.

Berries fall into flowing chocolate, glossy surfaces contrast with fruit textures, and the logo becomes part of the scene itself. These compositions create a sensory visual language that can extend across launch campaigns, social content, and e-commerce imagery.

I used AI-assisted image generation to explore and refine these scenes, directing the compositions, colour relationships, materials, and brand presentation.

I extended the visual direction into e-commerce interface mockups, exploring how the same identity could support a digital shopping experience.

The layouts combine vibrant brand colours with product-focused imagery and clear content hierarchy. The aim was to preserve the personality of the packaging while giving the products room to stand out on screen.

CxBerries became a cohesive brand concept spanning visual identity, packaging, campaign imagery, and digital design.

The project demonstrates my ability to develop an initial idea into a recognisable visual system and carry that direction across multiple applications. It also reflects how I combine creative direction with AI-assisted production to explore and present a brand in depth.