MAGICDATES
Role
Creative Direction, Packaging Design, Project Management
Year Completed
12/2022
Overview
This project focused on developing the visual identity and packaging design for a date-based snack brand. The goal was to create a bold, memorable brand presence that could stand out on shelves and reflect the product’s unique cultural roots.
Approach
We embraced a "more is more" philosophy, drawing heavily from the founder’s Middle Eastern heritage. Visual inspiration came from traditional architecture, mosaic tile patterns, and the rich textures of desert landscapes—resulting in a vibrant, layered design system that celebrates both flavor and origin.
Execution
To ensure clarity and cohesion across the brand, we created distinct visual cues to differentiate between the chocolate-covered and original product lines. Custom illustrations and intricate patterns brought depth and storytelling to the packaging, while maintaining strong shelf appeal and brand recognition.
Results
The refreshed branding supported the company’s retail expansion into Sprouts stores nationwide and contributed to the brand’s successful Shark Tank pitch, which resulted in a $150,000 deal. The new packaging has helped the product stand out in a crowded snack category while telling the brand’s unique origin story.
Collaboration
This project was executed by Here and Now Creative Co’s in-house design team. I led the design direction, worked on the visual identity and the packing design, and collaborated with a freelance illustrator to bring the brand’s visual story to life.