GUILE
2024 - PACKAGING DESIGN
Supervised by: Mel Coombes
GUILE is a product line that dares to deceive, shock and provoke. The concept explores how we often don’t read all the details about what we consume or where it comes from, instead being drawn to the packaging, branding or tagline.
I wanted to highlight this through a product line of tinned sardines and “meat”. The packaging is very candid and doesn’t technically hide what it contains, but the consumer may still be shocked when they realise what they have purchased.
The product design takes inspiration from the vintage, luxury sardine tins found in boutique grocers. The concept plays on how easily we can trust a European or vintage aesthetic without stopping to question what is actually inside.
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