Parallel

» objective
To create a high-end store brand and packaging system to compete with Williams-Sonoma, Crate & Barrel, Restoration Hardware and Pottery Barn.  Parallel is a department store that is composed of five categories including food, kitchen, beauty, pet & pharmacy.


» approach
We mainly used dark colors to make the packaging high-end  and appealing to new customers. The overall look and feel of the product prominently features the image.  In the group, my part was to design the whole section of food category and make a cohesive look and feel across the products with a similar packaging system. 


» audience
Millennials and baby boomers who mainly shop at Williams-Sonoma, Crate & Barrel, Restoration Hardware and Pottery Barn.