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Derlea
Branding, Packaging


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Group Project:

Emma-Lee Persad
Rachel Van Der Toorn
Thera Anne Atienza
Taylor Hennesthal-Mulchan
Our redesign was driven by the goal of modernizing Derlea’s packaging while maintaining its values and some branding elements. As a Canadian family‑owned company, Derlea’s values of quality, transparency, trust, and freshness needed to be shown front and center. To achieve this, we modified the colors, making them darker and more prominent to stand out against competitors on the shelves in stores. We chose a serif font (Utopia) as it had a traditional feel to it and added hand‑sketched illustrations to highlight the family‑owned, artisanal aspect of the brand.

Instead of a basic wrap‑around label, we extended the label to create space for cut‑outs around the illustrations, making them  pop against the colored background. Elements like gradients and word‑pattern overlays were added to give the design more fridlier feel and energy. It was a serious learning curve to learn how to handle nurtional facts and all the other madatory elements and font sizes based off the PDP but wth that were still able to handle it pretty well in the design. The final packaging really communicates Derlea’s core values a lot better, strengthens shelf presence, and builds a stronger connection with its target audience.




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