BRAND · 2026

Wellingtons

A tactile packaging concept for a premium food brand

Problem

Wellingtons needed its recognizable W and flavor colors to work across online discovery, shipping, gifting, and unboxing.

Approach

Use the W as a seal, color to distinguish flavors, and tactile paper and food illustrations to express handmade quality.

Concept outcome

Created a concept spanning five pouch colorways, shipping cartons, sleeves, menus, seals, and reheating cards. The work remains exploratory.

Scope · menu colorways: 5The palette separates product families within one Wellingtons identity.
Evidence · packaging + commerce direction: DesignedAn exploratory system connecting discovery, gifting, unboxing, and reheating.

Decisions & details

ScopeBrand Identity, Packaging System, E-commerce Touchpoints, Art Direction

Key decisions

Turn the W into an e-commerce mark

The oversized W becomes a seal, liner pattern, and shipping cue, connecting the pouch to delivery.

Oxblood, bone, mustard, celery, and peach distinguish flavors within one recognizable family.

Uncoated paper, drawn food sections, and print texture express craft across packaging formats.

Cartons, sleeves, and reheating cards carry the identity through the practical details of delivery.

Cartons, menus, seals, sleeves, and reheating cards extend the identity from pouch to doorstep.

The earlier direction established the W, flavor colors, and handmade quality that carry into the wider system.

One W and illustration style connect the menu while each flavor gets its own color.

The original deck documents packaging, flavor explorations, and visual direction.

Wellingtons design presentation - full-resolution deck. Open PDF ↗

Uncoated stock and drawn food sections keep the handmade quality visible.