Overview
Wild Bites is an Australian brand offering organic, plant-based protein snack bars. I was engaged to lead a packaging refresh that would reflect the brand’s clean ingredients and homegrown roots, while elevating its shelf presence in the competitive health food space.

Challenge
The existing packaging lacked standout appeal and didn’t clearly communicate the bold flavours, natural ethos, or the unique story behind the brand. The founder, originally from Trinidad and Tobago, was passionate about infusing the product with the spirit of his heritage. The challenge was to create a design that resonated with health-conscious consumers, signalled quality and authenticity, and captured a sense of culture and flavour that would stand out on shelf.

Approach
To balance personality with trust, I combined hand-drawn illustrations with a refined yet energetic colour palette. The illustration style was inspired by the vibrant, expressive energy of Caribbean culture, bringing warmth, rhythm, and individuality to each pack. Flavours were carefully selected to reflect the founder’s heritage, and colour played a key role in communicating their bold, tropical character. Typography and layout were considered with clarity and impact in mind, ensuring the design felt premium but approachable. The result is packaging that celebrates Wild Bites’ values, organic, plant-based, and Australian-made, while giving voice to the founder’s cultural roots in a visually distinctive way.