Turn the W into an e-commerce mark
The oversized W becomes a seal, liner pattern, and shipping cue, connecting the pouch to delivery.
2026
Wellingtons
A tactile packaging concept for a premium food brand
01
Packaging becomes the e-commerce experience
Cartons, menus, seals, sleeves, and reheating cards extend the identity from pouch to doorstep.
02
Start with the strongest signals
The earlier direction established the W, flavor colors, and handmade quality that carry into the wider system.
03
Give every flavor its own world
One W and illustration style connect the menu while each flavor gets its own color.
04
The full design deck
The original deck documents packaging, flavor explorations, and visual direction.
05
Let texture carry the craft
Uncoated stock and drawn food sections keep the handmade quality visible.
Project evidence & details
Project evidence & details
View the design deck ↗
Problem
Wellingtons needed its recognizable W and flavor colors to work across online discovery, shipping, gifting, and unboxing.
Approach
Use the W as a seal, color to distinguish flavors, and tactile paper and food illustrations to express handmade quality.
Concept outcome
Created a concept spanning five pouch colorways, shipping cartons, sleeves, menus, seals, and reheating cards. The work remains exploratory.
- Scope · menu colorways
- 5The palette separates product families within one Wellingtons identity.
- Evidence · packaging + commerce direction
- DesignedAn exploratory system connecting discovery, gifting, unboxing, and reheating.
ScopeBrand Identity, Packaging System, E-commerce Touchpoints, Art Direction
Key decisions
Use color to separate product families
Oxblood, bone, mustard, celery, and peach distinguish flavors within one recognizable family.
Make handmade feel systematised
Uncoated paper, drawn food sections, and print texture express craft across packaging formats.
Design the handoff after purchase
Cartons, sleeves, and reheating cards carry the identity through the practical details of delivery.