PROJECT INTRO
A conceptual rebrand of Food Club's Peach Iced Tea Drink Mix focused on rebuilding shelf presence from the ground up,improving packaging clarity, visual hierarchy, and flavor recognition in a crowded retail category.
THE PROBLEM
The existing packaging had a functional layout but no visual system behind it. Weak separation between brand and product type made scanning difficult. Low flavor visibility buried the product's most important selling point. Dense typography created noise instead of clarity. The result was packaging that got lost on shelf rather than earning attention.
COMPETITIVE LANDSCAPE
In the powdered beverage category, products compete primarily through two things, flavor clarity and color differentiation. Shoppers make decisions in seconds. Brands that don't communicate flavor immediately and distinctly lose the sale before the consumer even picks up the package. The redesign had to solve for speed of recognition first, everything else second.
