Williams Sonoma Packaging

Services: Package Art
Illustration & Design: Aaron Johnson
Creative Direction: Joel Anderson

The Project

Williams Sonoma needed to create unique, nostalgic, all-American packaging for a line of gourmet nuts.

The Challenge

There are already lots of brands offering mixed nuts, and virtually all of them use photos of the product. We needed to create a fresh and different packaging design that would convey a story and a feeling about the product, a way to connect customers to the product and a way to make the product stand out on the shelf.

The Solution

We researched early 20th Century and mid-century advertising art that focused on travel and the joy of experiencing the USA via road trips. We developed artwork that felt very retro and adventurous, all while amplifying the special seasoning and flavors of each nut mix.

Concepts

We developed sketches for each flavor adventure, approaching the scenes from different perspectives.

Finished Label Designs

We created a distinct color palette for each product, all while using certain colors and design elements that would maintain a strong family look in the three separate flavor mixes.