The challenge on Unguilty Pleasure is to design
a functional and visually interesting packaging solution that will promote healthy eating habits among college students. The design aims to move away from the loud and overwhelming color palette of processed and pre-packaged food that saturate the marketplace.

The brand name stems from the idea of guilty pleasure, “something pleasurable that induces a usual minor feeling of guilt.” Junk food is one example, even though it is proven that it does not
do the body any good, people still indulge on it. Unguilty Pleasure changes that perception. The snack line introduces three all-organic varieties – dried fruits, nut mix, and veggie chips – to accommodate all cravings. Ingredients are supplied by local farms, and all of the materials used are 100% recyclable.

The accompanying brochure talks about the company and its mission, and lists some health benefits of each of the ingredients in the snack line
in a non-technical language, to appeal to the target audience better.

​

I left the bigger bag muted in design to highlight the series of icons showcased in each of the bags. A simple die-cut of the brand name ties together the whole set.

The promotional punch or loyalty card features the same icons used for the three snack bags.