In this project, I was given full creative freedom to develop a fictional food company from the ground up, encompassing its branding, product lineup, and in-store presentation. With no constraints on product offerings
or brand identity, I embarked on crafting a unique and compelling concept that would resonate with consumers.

Drawing inspiration from my passion for Italian cuisine, particularly pasta and pesto, I founded “Joyful Jack’s,” a food company specializing in Italian products like pasta, pesto, and marinara sauce. Embracing a mascot theme with retro-inspired visuals, I embarked on designing the packaging. Extensive research into both Italian culture and retro design aesthetics guided my choice to develop an illustrative mascot using a limited color palette that resonated with the retro theme. The name “Joyful
Jack’s” was selected to enhance the retro vibe and draw attention to the charismatic mascot embodying the brand.

The outcome is a welcoming and lively brand with an engaging design that appeals to consumers. Through visual mock-ups, I depicted how Joyful Jack’s products would stand out on store shelves, capturing attention with their vibrant packaging. Additionally, I created a coupon to provide a glimpse into how the brand might be perceived in a real-world setting, further reinforcing its appeal and potential impact in the marketplace.