Todd Anderson has conceptualized food packaging to its simplest form. Fresh fruits, veggies and pantry items are given a face with watercolor illustrations of the ingredient.
Inspired to challenge the common format of supermarket packaging design, these pleasant drawings were chosen to take the place of what normally would be a photograph or plain label. A white background gives the design a cleaner look and adds breathing space when the products are placed next to each other.
The name ‘Wadmans’ was selected for the core brand identity, liking how the characters within the word could be abstracted to form an interesting and memorable symbol. The brand's name is minimalized, allowing the consumer to focus on the quality of the product they are buying rather than the "brand name".
Scope of project: Branding and packaging design (concept through to final artwork), stationary, design consultation
BBC Live Music Mobiles
Branding and packaging design specialist /
With experience spanning over two decades, designing success for businesses and their products with thoughtful, innovative and sustainable design solutions.