Afia Meals Packaging Development

Product Development, Packaging & Art Direction

OVERVIEW

Afia Meals was a new frozen meal line designed to bring some of Afia's most popular flavors into a convenient, ready-to-eat format. The goal was to create packaging that felt distinctly Afia while introducing a new format and staying consistent with the brand standards already established across the product line.

Production & Sustainability

Because the meals were intended for national retail distribution, the packaging needed to balance strong shelf presence with practical production requirements. Sustainability and material choices were important considerations throughout development.

I worked with the marketing agency and print vendors to evaluate packaging options, coordinate die-lines, and ensure the final artwork met production standards. The finished meals are now sold nationally through major retailers.

MY ROLE | Product Development & Packaging Lead

Product development • Packaging design • Art direction • Agency collaboration • Production artwork • Print coordination

I was involved in the early development of the bowl's shape, functionality, and packaging structure, as well as the preliminary visual direction for the bowl and sleeve. The project was then handed off to an outside marketing agency for final design development, with the Afia owners and myself providing feedback and creative direction throughout the process.

I coordinated print production, reviewed final files and specifications, and made visual refinements to the sleeve design for a subsequent print run.

DELIVERABLES

Bowl shape and functional development
Preliminary bowl and sleeve design direction
Agency collaboration and creative feedback
Packaging production and print coordination
Die-lines and production artwork
Sleeve design refinements for subsequent print run