The brief called for a complete redesign of packaging built entirely in Adobe Illustrator. I chose Peek Freans. My starting point was a market observation: the existing packaging was speaking almost exclusively to an older demographic through dated visual language, despite the product having genuinely broad appeal. Rather than a cosmetic refresh, I approached this as a repositioning; developing a visual direction that could attract younger adults while keeping longtime customers comfortable with the brand they already trusted. This meant building a bolder typographic system, a refreshed colour palette, and an updated illustration style that felt confident and modern without erasing the brand's familiarity. Alongside the packaging, I developed a full brand guidelines document to support the new direction, and prepared all final files to production-ready standards with correct layering for dyeline and print specifications.