Janine Hernandez / Graphic Designer / pack rat
Packaging / Visual Identity / Custom Type / Retail Environment
Visual Identity / Wayfinding / Publication
Packaging / Visual Identity / Retail EnvironmentPackaging / Visual Identity / 3D
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2023© Janine Hernandez
Wilkin & Sons Tiptree
Packaging / Visual Identity / Custom Type / Retail Environment
Instructors: Paula Hansanugrum, Gerardo Herrera
Team: Janine Hernandez (me), Hanson Ma
Complete packaging rebrand of Wilkin & Sons Tiptree. Our goal was to merge the brand's heritage with modern farming techniques. We aimed for fun and inviting packaging to introduce Tiptree's products into the American grocery market. This redesign reflects Tiptree's commitment to quality, blending tradition with innovation to appeal to a new audience while staying true to its roots.
Design Direction: Morning Indulgence
At Tiptree we capture the warmth of dawn.
Our voice is earthy and genuine, adding a friendly touch to your mornings. With us, everyday begins with authentic comfort.
Welcome to Tiptree’s daybreak embrace!
Keywords
Earthy
Genuine
Friendly
Primary Palette / Brand Colors
Secondary Palette / Flavors Colors
Logo Process
In crafting the new logo, we drew inspiration from the original design. We retained key visual elements like the signature script and slanted underline, recognizing their significance in evoking nostalgia for the old branding.
Logo Lockup
We understood the importance of preserving these visual cues to maintain a connection to the brand's history and heritage.
Label Process
Labels
We chose to maintain a similar label shape for consistency throughout the rebranding process. Drawing inspiration from the old label design, we refined it to establish a more polished and sophisticated look, enabling us to establish a clear hierarchy for presenting essential information.
Packaging Forms
We opted to utilize the brand's current packaging as it already aligns with our sustainability goals, being entirely recyclable. This decision allows us to maintain the eco-friendly aspect of the brand while introducing the rebranding elements.
This is the full product line; 5 core products, 4 extension products, and 2 specialty items, 11 SKUs total.
Photography
Brand Activation
Retail Environment
3D
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