CHESTNUT HILL PASTA PACKAGING

The shapes of the packaging blend some of what already existed with the Chestnut Hill Brand, but take inspiration from off-set color printing registration typically seen in vintage food packaging. The shapes in the patterns are drawn from freehand sketches mimicking children’s drawings, with the symbols for the step-by-step instructions following a similar appearance. Its custom made logotype forming the words “After School” takes liberties from the original logo’s letter forms as well as integrating a new ink pressed texture mimicking the originals’ texture coat. The cut hole opening revealing the box’s contents were inspired by each respective pasta’s shape and form, and are there to entice a child into wanting to make the pasta.

The Chestnut Hill line is a relatively common brand of pasta, available at almost any dollar store or supermarket at low prices. It’s advertised as being quick and easy to make for busy parents specifically, and after some brainstorming, the next step towards its branding was proposed to be akin to something younger audiences can enjoy. Kids have been studied to be eager learners at early ages, so naturally the general idea was finding a way to make the packaging more appealing and fun to kids between the ages of 8 and 12.

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Aidyn Nolting | LinkedIn