Mrs Elswood Kimchi

Packaging Design Case Study

Close-up of Mrs. Elwood brand kimchi jars, featuring labels for classic, beetroot, and turmeric flavors, with colourful vegetable illustrations.

Client
Mrs Elswood

Sector
Food & Drink

Services
Packaging Design
Illustration
Artwork

Deliverables
3x SKUs
Jar Label Designs
Lid Design
Print Artwork

The Brief

Create a distinctive packaging range for three Mrs. Elswood Kimchi variants that would appeal to a younger audience while remaining recognisably to the Mrs. Elswood brand.

The Challenge

Introduce a bold, contemporary design without losing the established brand cues, ensuring clear flavour differentiation and maximum shelf impact.

Brand Exploreation

The design process began by identifying the key visual assets that made the Mrs. Elswood brand instantly recognisable. These elements formed the foundation for developing a fresh, more contemporary identity.

Decorative

Exploring fonts, colours and illustration.

Word cloud describing kimchi, including words like spicy, tangy, side, punchy, dish, tasty, zest, flavorful, and more. Contains colour swatches, dark green, light green, mid green, turmeric, beetroot.

Playful vegetable illustrations were introduced to give each flavour its own personality, create shelf standout and reinforce the fresh, natural ingredients.

Green Napa cabbage and red chili peppers.

Design Options

Four creative directions were explored, each experimenting with different approaches to colour, typography and illustration while maintaining the recognisable Mrs. Elswood brand identity.

Jar of Mrs Elswood Kimchi. Label showing a light green background featuring a pattern of Napa cabbage leaves and chilies. The label includes Mrs Elswood logo, and the words "Classic Kimchi" and "Nutrient Rich." "Perfect as a side dish" White Lid
Jar of Mrs Elswood Kimchi. Label showing a green background featuring words saying, classic kimchi, tangy, nutrient rich and leaves. The label includes Mrs Elswood logo, words "Classic Kimchi" "Nutrient Rich." "Perfect as a side dish" dark green Lid
Jar of Mrs Elswood Kimchi. Label showing a green background featuring words saying, spicy, tangy, yummy. The label includes Mrs Elswood logo, and the words "Classic Kimchi" "Nutrient Rich." "Perfect as a side dish" red and dark green Lid
Jar of Mrs Elswood Kimchi. Label showing a white background with colourful leaf and chilli illustration pattern. Label includes Mrs Elswood logo, and the words "Classic Kimchi" "Nutrient Rich." "Perfect as a side dish" red and dark green Lid

Simple icons were developed to communicate key product benefits quickly and improve visibility at the point of purchase.

Series of five circular icons with different food and health messages: slow and fermented, nutrient-rich, tasty quick side dish, supercharge salads, live up wraps.

Refining the Chosen Concept

Following client feedback, the chosen concept was refined to accommodate a new jar shape, strengthen brand recognition through the logo treatment and increase on-shelf visibility with a more prominent product claim and enhanced flavour differentiation.

A lighter green palette was introduced to modernise the range while retaining brand recognition.

Decrative

Full label & lid layout, artwork to the printers spec.

Mrs Elswood Kimchi lid an dlabel artwork layout for print.

Final Packaging

Bright, contemporary packaging using vibrant colourful illustration, playful type and clear iconography to communicate key product benefits. A consistent design across all three SKUs strengthened brand recognition while appealing to younger shoppers.

A collage of colorful images of Mrs. Elswood's kimchi jars and illustrated backgrounds featuring various vegetables such as red chili peppers, garlic, ginger, and beets.
Three jars of Mrs. Elswood kimchi with different flavors: classic, beetroot, and turmeric, on a wooden surface in a kitchen setting.

Have a project in mind? I'd love to hear about it.

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Have a project in mind? I'd love to hear about it. ·

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