ALEJANDRO

MANCHA

Graphic Designer/Illustrator

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PARTAKE:

Making Joy Visible on the Shelf

2025 - Print, Packaging, Typography

Partake is a Black-owned, allergy-friendly cookie brand created so everyone, regardless of dietary needs, can enjoy delicious snacks without hesitation. However, the existing packaging lacked shelf impact and did not fully communicate the brand’s joyful, inclusive mission. This redesign focuses on strengthening emotional connection, increasing shelf visibility, and aligning the visual identity with the core message: “Cookies Everyone Can Enjoy.”

Research & Strategy

My process included:

  • Persona development representing caregivers and snack-seeking kids

  • Shelf analysis of direct competitors in the allergy-friendly category

  • Mood board exploration centered on playful contrast and approachable simplicity

These insights led to a visual direction grounded in warmth, softness, and delight, characteristics that make the brand feel friendly and safe.

Design Exploration

I iterated through multiple style concepts featuring:

  • Rounded and cut-out shapes to convey approachability

  • High-contrast color blocking for quick recognition

  • Balanced, clean typography to support clarity and trust

  • A more dynamic composition that adds energy to the packaging

Outcome

The redesigned system enhances:

  • Brand recognition in store aisles

  • Emotional appeal by reinforcing joy and community

  • Consumer trust through clearer messaging

This project demonstrates how strategic visual storytelling can transform a package into a celebration of identity and belonging.