CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT | CONCEPTUAL PROJECT
THE BREIF & CHALLENGE
Hobby paint packaging tends to prioritise function over feeling, practical but forgettable and rarely designed with inclusivity or sustainability in mind. The brief called for reimagining that experience from the ground up: a brand and packaging system rooted in eco-conscious values, approachable enough for total beginners, yet compelling enough that experienced artists would want to display it. The challenge was balancing genuine functionality, packaging that actually solves the mess of painting, with a brand identity playful enough to make creativity feel joyful, not intimidating.
THE SOLUTION
I approached this through iterative research and testing, using design thinking to develop a packaging system that didn’t look playful, but functioned better than typical hobby paint packaging.
​
Concept: "You, Me and a Splash of Hue" — a product built to solve the mess, embrace creativity, and demand to be displayed rather than hidden away in a cupboard.
​
Packaging System: The design evolved into a system balancing functionality with playfulness. Themed sets and limited editions were introduced to encourage collectability, turning a practical purchase into something people wanted to keep adding to.
​
Branding & Graphics: The final logo and graphic system embody the brand's core mission: creativity that's accessible, inspiring, and mess-friendly — celebrating messy creativity through neat, organised packaging.
Expansion: To test the identity's flexibility, I extended Hue & Me beyond packaging into a small product ecosystem — an artist's apron, a branded mug, and other everyday touchpoints — demonstrating how the visual system holds up consistently across multiple real-world contexts, not just the original product.
