Tasked with creating a house brand for local stores in Peterborough, I came up with Mindfull. A combination between the words Mindful and Full, I wanted it to be a brand that centred around healthy living. Being mindful of what you eat, while still feeling fulfilled and nourished. The brand seeks to make it easy to pick out what you need for your diet just at a glance on shelf, using different colours to discern different dietary restrictions and needs such as vegan or gluten-free. The empty space in “mind” is used as a window in all packages into the food inside, creating visual interest and using the space in a unique way.