Portfolio showcase based on packaging artwork designed while in-house for international Asian Fusion QSR.

This project was refreshing for its completely open brief. The brand wanted something new, different, and fresh, so there was no initial guidance or direction. As a commercial creative, this can be challenging—not knowing what a client is expecting or aiming for—but it was also freeing and allowed me to be fully creative and experimental. The only direction I was given: make it playful.

I wanted to combine the history of the brand—using legacy and current assets—with its future potential by introducing elements that were completely new to their visual storytelling. To fit the goal of making it playful, I used a comic book-inspired layout with pop art-style elements to bring that bold aesthetic, whilst keeping it looking crisp, professional, and intentional. The range included four different packaging formats across the product line. I stuck with the brand’s primary colours and core brand fonts, but introduced a brand-new secondary palette with a distinct colour associated with each product in the range. In addition to the colours, the illustrations and text were customised for each individual piece of packaging.

Fun fact: This doesn’t happen often in the creative world, but from the initial concept presentation to the final output there was very little feedback or changes.