The previous packaging lacked appeal due to its minimal color palette and clear packaging. This made it difficult for Deli By Shell products to stand out on the shelves and attract customers. The packaging failed to showcase the quality ingredients and delicious offerings of Deli By Shell, leaving customers unaware of what they were missing.

To solve the problem, the design team utilized the brand’s flexible palette to create a more eye-catching range of items. An illustrative style, depicting the ingredients or product for each snack, was introduced to add an extra level of appeal to the packaging. The illustrative style is a free, continuous line drawing, making it simple to apply to tray bakes and flapjacks, while the sweets proved to be a trickier challenge. The design team got creative, creating illustrations that suggested the sweets in a fun way that would appeal to a younger audience.