My role on this project was as Lead Designer, responsible for developing the initial creative territories and progressing the chosen route into a refined, resolved design. I also created the illustration style, bringing a distinctive, expressive quality to the brand.

The brief was to redesign Polish sugar brand Cukier Królewski to better engage a younger audience discovering a passion for baking. Multiple visual territories were explored, each translating the idea of “bringing sweet moments to people’s lives” into a fresh, contemporary packaging system.

Market: Poland