Willie's Contact Front Pickles
Project Type: Package Label Design (Pickle Jar)
client: Real
role: Project Manager, Graphic Designer
tools used: Adobe Illustrator, Adobe Photoshop
Description
This project was the second component of the W&M Victory Garden brand refresh, focused on designing a packaging label for their line of handcrafted pickled products. Drawing from the client’s onboarding questionnaire and brand mission, the goal was to create a label that communicated both military heritage and farm-fresh authenticity. The design embraces a bold, military-inspired aesthetic, featuring a distressed American flag and rugged typography that evokes strength and resilience. Key elements include clear product identification, gluten-free labeling, and a structured layout for ingredient transparency. My design approach ensured the label was both visually impactful and practical for shelf display.
Process
The process began with careful consideration of the client’s mission and design preferences. I referenced the onboarding details to craft a label that honored both military service and home grown organic farming. During the design phase, I paid close attention to the jar dimensions, print methods, and associated costs to ensure the final product was practical for production. Using Adobe Illustrator, I constructed the label with strong visual hierarchy, placing the product name and key details prominently for instant recognition. The military aesthetic is reflected through stencil-style fonts and rugged design elements like barbed wire and textured backgrounds, reinforcing the brand’s commitment to grit and craftsmanship. I also designed mockups in Photoshop to help the client visualize the finished look on actual jars, allowing for real-world assessment and adjustments before final print. Color choices were strategic—olive green and deep earth tones were used to reflect natural ingredients and sustainable practices, while high-contrast white text improved legibility. I also incorporated the W&M Victory Garden logo I previously redesigned, ensuring brand consistency across all product lines.
Reflection
This project was a deep dive into brand storytelling through packaging design. Working with real-world constraints like print methods, jar dimensions, and ingredient transparency taught me the importance of balancing design aesthetics with functional clarity. Seeing the final product physically wrapped around a jar was incredibly rewarding, as it not only solidified the brand's identity but also resonated with its mission-driven ethos. This experience underscored the impact of thoughtful packaging design in conveying a brand’s story and values effectively.
