U R what U Treat is a proposed series of trail mix health snacks with a variety of SKU’s each with different benefits!
Above is my initial conception of the packaging. Playing off the idea of becoming what you eat, I created personified ingredient mascot characters for each mix! If you are what you eat, then why not chose the best ingredients and be your best self!
Illustrated elements add another level to the fun, proving that healthy eating is anything but boring!
Creating an identity to fit the flavor
With so many delicious and healthy ingredients coming together to create each unique mix, it made perfect sense to approach the logo and identity in the same way! Just like its contents, U R what U Treat’s identity is a mix! Multiple typefaces, each with unique personalities, interacting together to create something more than the sum of its parts.
The final packaging concept:
The final packaging is a streamlined version of the first. I kept the illustrated ingredients but removed the characters to appeal to a more adult audience while still maintaining a feeling of fun. The organic black panels were added to create visual contrast, a feeling of energizing movement, and to call attention to each mix’s listed health benefits.