Lickety Split
Illustrator + Photoshop
Project Brief
This project focuses on redesigning the packaging for H-E-B’s private label cake mix, aiming to modernize the look while enhancing its appeal. The redesign should be eye-catching, informative, and reflective of the quality and variety of cake mixes offered. The new packaging should clearly differentiate between flavors and incorporate design elements that reflect H-E-B’s commitment to value, taste, and ease of use.
Introduction
HEB Lickety Split Cake Blends pays homage to the culinary heritage of Texas and Mexico. Like a rodeo for your taste buds, Lickety Split delivers bold and vibrant flavors. With its ingenious packaging, you can rustle up a batch quicker than a tumbleweed in a Texas breeze by mixing all of the ingredients right in, making baking as easy as riding a horse.
Main Logo
Color Palette
Typography
Color Choices
Color played a crucial role in distinguishing my designs. I used bold, contrasting color palettes that reflect the unique flavors of the mixes. For example, in the “Mango Chili” flavor, I incorporated bright yellows and oranges to evoke the essence of mango while also ensuring the design stood out from conventional cake mix boxes. This approach not only differentiates the product from competitors but also creates an immediate and culturally resonant connection with the flavor profile.
Design Challenges
A key design challenge I encountered was selecting a layout format that effectively conveyed a clear visual hierarchy. Most existing cake mix packaging emphasizes the final product, typically showcasing a cake on the front. However, I aimed to shift the focus toward the flavors themselves, highlighting the versatility of the mix rather than limiting it to one specific use. To reinforce this emphasis, I deliberately chose not to include imagery of a cake, instead drawing attention to the mix and its potential.
