Untamed
Role: Designer & Brief Creator
Software: Illustrator
Logo Design, Package Design
About the Brand: Untamed is a bold and colorful chocolate brand that brings flavor to life. It’s playful, eye-catching, and built to stand out on the shelf, inviting customers into a world of fun, indulgence, and personality. Untamed is chocolate with character, designed for snackers who crave something a little more wild.
Project Goals: Create a distinct brand identity that captures its vibrant personality and flavor-driven storytelling. This includes developing a bold primary logo and a brand pattern that can be used across various packaging elements. The design needs to feel adventurous, memorable, and cohesive, while allowing each flavor to shine.
Target Audience
The Flavor Explorer
The Flavor Explorer is a curious, trend-savvy young professional, driven by creativity, open-mindedness, and playfulness. They are drawn to indie music, sustainable packaging, and bold new flavors, valuing originality, self-expression, and brands with personality. Their choices reflect a discovery-driven, visually oriented approach to shopping, seeking fun, elevated brands that break the mold. For them, snacks are chosen as much for the experience as for the taste.
The Cool Parent
The Cool Parent is fun-loving and hands-on, embodying warmth, humor, and a sense of adventure. They enjoy quality family time, accessible treats with personality, and brands that bring joy to everyday routines. Their choices reflect a design-conscious, parent-friendly mindset, seeking products that delight both kids and themselves. Packaging matters nearly as much as flavor, and they often pick up treats on a whim—“just because.”
Design Decisions
Overall Design
Each flavor is represented by an illustrated animal character, and while every animal and flavor has its own color palette, the overall layout remains cohesive. The background features an overlay of the brand mark pattern, three playful white clouds, and a soft shadow circle that grounds the animal. The phrase “Free the Flavor” ties it all together, reinforcing the untamed spirit behind the brand.
Logo Suite
The logo suite includes both a word mark and a brand mark. The word mark uses a fully connected script font that captures the freeform energy of the brand name. In contrast, the brand mark provides structure and balance, while still feeling true to the brand’s bold personality.
Color Palette
The palette features a deep chocolate brown that anchors the design and complements the colorfulness of each animal and its surrounding environment.
Outcomes
While this was a creative brief, the project resulted in a cohesive visual identity that can be applied across packaging, social media, and more. Additionally, the product was created with a focus on user experience and shelf impact. The design prioritizes shelf impact and quick flavor recognition through bold colors, animal illustrations, and a clear layout structure.
This brief demonstrates my ability to develop a brand identity that is consumer focused. Every visual decision was informed by the behaviors, preferences, and personality traits of the brand’s personas. It shows my strength in building brand identities that are not only visually engaging but also strategically aligned.