Founded in 2020, SOUR is my company, a company dedicated to crafting exceptional sourdough products. As part of my Honors Program, I undertook a case study to develop a packaging design that would reflect the essence of our brand.

Inspired by the simplicity of our sourdough recipe, which comprises just four pure ingredients, I opted for a minimalist color palette. This choice not only highlights the natural, additive-free nature of our products but also resonates with modern design sensibilities, enhancing their visual appeal.

The use of bold typography in our packaging serves a dual purpose. It not only grabs the customer’s attention but also conveys a sense of boldness and quality synonymous with our brand. Additionally, the hand-drawn illustration adds a personal, handmade touch, fostering a deeper connection with our customers by showcasing the artisanal craftsmanship behind each product. It reinforces our commitment to handcrafting our products daily, including our sourdough starter, which is meticulously cultivated and fed every day.

Furthermore, the product photography, captured by me, plays a crucial role in visually representing our brand on our website. By showcasing the deliciousness of our artisan sourdough, we aim to create a strong emotional connection with our customers, making them more familiar with our products and increasing their desire to purchase.

The running bagel motif was chosen thoughtfully to evoke a sense of urgency and desirability. It symbolizes the high demand for our products, suggesting that customers will be running to visit our bakery before our products sell out. Alternatively, it can be interpreted as a nod to the gut-friendly nature of sourdough, implying that our products are so enriching and digestible that customers will feel energized and ready for a run after consumption.

As you look closer, along the hand drawn bagel is the phrase “Don’t Be Sour, Taste The Power”. This embodies our commitment to positivity and exceptional customer experiences. When you visit our store, you can expect a warm welcome and a positive atmosphere. We strive to ensure that every customer leaves with a smile, enjoying not just good food but also the empowering feeling that comes with it. So come to SOUR and experience the power of great food and great vibes! 

While it might seem like a simple choice of typeface, SOUR’s packaging design goes much deeper. SOUR chose a bold typeface to grab the attention to make them wonder what could that bakery entail. As they enjoy our products, they discover subtle details that create a sense of connection to our brand. This intentional approach is aimed at fostering a deep connection with our customers. We believe that creating this connection is essential; it’s not just about our employees making them feel welcome, but also about our packaging evoking a sense of fun and comfort. We want our customers to feel so delighted that they can’t wait to share their experience with friends, saying, ‘Hey, let me show you this cool spot.