Bao'd Up Packaging

Packaging Design, Concept Development & Art Direction

​

OVERVIEW

Bao’d Up is a restaurant brand known for its handmade bao, looking to bring the quality and experience of its restaurant offerings to the freezer aisle. The project focused on exploring how the Bao’d Up brand could translate into a compelling frozen food experience while maintaining the personality and appeal of the restaurant.​

​

MY ROLE | Sole Designer

Packaging design • Concept development • Art direction • Creative direction • Market research • CPG collaboration

​

I partnered with the CPG brand strategist to translate the market research and brand vision into three distinct creative territories for stakeholder review. I developed the visual direction and packaging concepts for each territory, exploring different ways to communicate the culinary experience, restaurant personality, and chef-driven authenticity of Bao’d Up.

​

The concepts were developed as a strategic starting point for stakeholder presentation and were ultimately intended to inform the work of a larger marketing agency as the project moved toward final development.

​

DELIVERABLES

• Market research and competitive analysis

• Three distinct packaging concept territories

• Packaging design and visual direction

• Creative foundation for agency development