Brief:

Lifestyle Communities® develops, owns, and manages affordable land lease communities across Australia, serving working, semi-retired, and retired individuals. As part of a welcome gift for new homeowners, they receive a branded bag filled with a selection of locally sourced Australian chocolates. The project brief was to refresh the design of this bag to make it feel more friendly, welcoming, professional, and sentimental.

 

Solution:

I explored three distinct design ideas for the project. The first idea featured a clean, modern packaging design that aligned with Lifestyle Communities®’ current branding, using an enlarged logo in the background to create simple geometric shapes. The second idea took a more illustrative approach, incorporating graphics that depicted the ingredients of the chocolates inside the bag. The third idea focused on showcasing visuals of activities and exclusive facilities offered by the communities, allowing homeowners to connect with the lifestyle provided. I developed several designs for the first two ideas, and the winning concepts was the second, more illustrative idea. Its visuals were warm, friendly, professional, and effectively captured the brand's colours and tone of voice.