CASE STUDY
Role & Scope
Too many grocery brands rely on neutral palettes, clinical typography, or overly serious messaging that can feel exclusive or intimidating. The goal here was to design a brand that made these snacks with more personality and spunk to a wider audience—without sacrificing style or clarity.
The big idea behind Happy Pantry is optimism without pressure. It’s clean but not cold, bold but not chaotic. Every touchpoint from the type system to the product names was built to communicate good-for-you food that feels good to buy.
Bright color blocks help the brand stand out on shelves
A flexible layout system allows for different products to keep a unified look
Playful but legible type keeps the tone friendly and honest
Takeaways
Brand identity, packaging design, typography, color system, layout, tone of voice
The Challenge
Big Idea
Final Outcome
The result is a flexible, modern identity system that could scale across a full product line—from dry goods to frozen items. Happy Pantry feels like a brand that belongs in both urban co-ops and mainstream retailers—friendly, distinct, and casually confident.
This project showed me how brand tone and visual design need to work hand-in-hand. It also pushed me to think about flexibility in design systems—creating rules that support growth, not limit it