I was given carte blanche to design from scratch a complete range of packaging labels for wholefoods retailer Infinity Foods in the UK. Firmly rooted in a certain 1970s DIY ethic, up to this point they had had a very homespun approach to their products (which at that time they only sold in their own store) and had been using plain text labels printed on standard office inkjet stickers.
They wanted their products to be distinctive and eye-catching enough for other retailers to stock them. I opted to create a series of illustrative patterns, one for each product, taking my lead from the ingredients. To offset the busyness of this, I went for a fresh white stripe and simple Gill font.