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Feelgood

Brand Identity, Packaging & Display Design

Client

Feelgood Puzzles

Industry

Jigsaw Puzzles & E-Commerce

My Role

Brand Designer, Art Director

Scope

Brand Identity, Packaging Design, Retail Display Design

Overview

Feelgood Puzzles needed a brand identity that embodied warmth and comfort. Inspired by the cozy experience of doing a puzzle on a crisp evening with a warm drink, I developed a hand-illustrated logo featuring a smiling cup of tea with heart-shaped steam, reinforcing an inviting, crafted aesthetic.

For packaging, I drew inspiration from premium chocolate packaging, incorporating gold foil accents to enhance the premium feel. Retail displays were designed to complement the packaging, creating a boutique-like in-store presence.

Impact

  • Crafted a visually distinct, emotionally resonant brand identity.
  • Developed premium-feeling packaging while keeping costs in check.
  • Designed branded retail displays that reinforce the cozy, premium aesthetic.
  • Laid the groundwork for future expansion, with a scalable visual system.