Kroger - Naturally Preferred - Package Design

It made a lot of sense to allow the natural, unbleached cardboard material to be a prominent feature of the design in keeping with the organic, untampered-with sentiment of the pasta. I used the shape of the penne to create a playful pattern. This design element would work across multiple pasta types such as long, thin lines for spaghetti, or curved "c" shapes for elbow macaroni. The goal was a clean simple design with an elegant, earthy, sophisticated feel. I want consumers to feel that even an inexpensive store brand could satisfy the "wants" of their lifestyle.