How does your flavor inspire your pack design?
“Lemon has a very distinct flavor. It’s one of those things that you know exactly what it is, but it’s difficult to describe with words, to the point even, that trying to describe lemon might generate words that don’t exist, or that you don’t hear often. Remember the word, onomatopoeia? Well this is a place where those describing words might help. Zip. Zing. etc. But the beauty of design, is being able to incorporate shapes and colors to create a visual that really emphasize this. What does the taste of lemon LOOK LIKE? Well I needed all of these elements to drive that home.”