JUSTIN’S

Retail Strategy

Packaging Design

Illustration

Line Extension

Typography

Retail Strategy Packaging Design Illustration Line Extension Typography

Caution: Definitely
Contains Nuts.

In 2009, Justin’s (a company of 3) had a serious problem; they looked identical to every other natural food on-shelf.

There was a major opportunity to re-write the rules of natural health – earth tones and green-washed packaging was replaced with a clean, white, ingredient-championed identity.

Not all heroes wear capes.

Nuts are at the center of everything Justin’s does, so who better to put front and center?

I illustrated each nut, with the corresponding flavor cues, and overlayed a thin white hand-done type to denote each SKU.

The result was an impactful brand-blocked shelf that is impossible to ignore.

The Justin’s aesthetic has been carried through various product innovations, and continues to fuel growth for the once tiny, garage-born brand.