H-E-B is a supermarket chain renowned for its quality products and community-centric approach with an extensive range of groceries, fresh produce, and household items. What sets H-E-B apart from others is its strategic use of private labels as it provides customers with affordable alternatives without compromising on the products' quality.
Task: Choose a category and redesign the H-E-B high tier and the Hill Country Fare low tier packaging. Create 3 flavors/variations for the category for each tier.
For Hill Country Fair, the design prioritizes bold colors, high-contrast typography, and dynamic imagery to appeal to a budget-conscious audience seeking flavor variety and protein content. The packaging highlights key nutritional benefits, such as "9g Protein" and "0g Added Sugar," in a structured layout that feels familiar and approachable.
In contrast, the H-E-B Nat2ral line embraces a minimalist, premium aesthetic with a clean white background, a modern typeface, and a focus on ingredient transparency. The use of fruit chunks within the yogurt, combined with soft gradients, conveys freshness and simplicity, reinforcing the brand’s high-quality perception. A key design challenge was balancing the visual contrast between affordable and luxury while maintaining cohesion within the product category. Through typography, color theory, and product photography, the final designs successfully communicate each brand's identity and appeal to their respective target markets.
