Annie’s Shapes
Packaging Design
Who says you can’t play with your food? As a key expression of their brand purpose of Carefree Joy, Shapes Pasta was in need of an update. As lead designer, I conceptualized the overall approach and how to bringing the product to life, including curating a new Annie’s product illustration style. We then engaged a talented and kid-friendly illustrator to create engaging scenes in which all of the characters could live.
Role: Senior Designer at Sid Lee
Illustrator: Carolina Buzio
Perfectly imperfect
The style we curated was one that felt distinctly Annie’s—playful, vibrant and carefree. We then explored rough illustrations of each product to discover the right subject matter and portrayal of characters. The selected directions then received a series of line art and color studies before finalization.
I partnered with a talented Illustrator, who took our initial computer sketches and gave them each a unified casual hand-drawn appearance. We were always thrilled to see the spin Carolina would put on the characters, with multiple rough sketches to choose from.
The result was a small family of playful Shapes box fronts that stand out on shelf and delight both kids and parents. The project leaves a clear path for future expansion using the same cheery illustrations, bright colors and strong architecture.
