Building recognition across four seasons.
Mars Wrigley wanted its seasonal variety bags to feel recognizable at shelf, even as the occasion changed from Valentine’s Day to Easter, Halloween, and Holiday.
As part of a two-person design team dedicated to Mars Wrigley at Kaleidoscope, I brought my illustration background to the seasonal portfolio. I designed and illustrated a character-driven approach for the variety bags, creating distinct personalities for each occasion within a recognizable visual language.
Consistency without sameness.
Seasonal packaging comes with its own visual shorthand, and Halloween shouldn’t look anything like Easter. The challenge was creating enough consistency to build recognition without flattening what made each occasion special.
Rather than relying on a rigid template, we built the portfolio around a shared illustrative language. Expressive characters, recognizable product branding, and a consistent sense of play connected the collections, while seasonal colors, personalities, and storytelling gave each occasion its own identity.
The result was a flexible packaging approach that could celebrate everything from Valentine's Day to Halloween without losing the recognition of the broader Mars Wrigley portfolio.
Giving every character a job.
The characters weren’t just there to make the packaging fun. At their best, they could help communicate something about the product itself.
For a Sweet & Sour Halloween variety bag, I designed a split character that turned the product proposition into the personality of the pack: one side sweet, the other sour. It was an extra layer of problem-solving within the larger system: creating somethign expressive enough to stand on its own while still belonging to the broader seasonal portfolio.
Work shown was created for Mars Wrigley during my time at Kaleidoscope. My role focused on concept development, design, and illustration; final production artwork was completed by Kaleidoscope’s in-house production team.