KitchenAid is a trusted name in both professional and amateur kitchens, yet the packaging hinges on being almost generic. I wanted to combat this generic look with a more modern and contemporary package. Playing off the idea of the motion of the utensil, I wanted to capture each of their individual personalities with line. Ranging from elegant to hypnotic, each package serves as a stage for the utensil to dance across. Using the black behind the utensil also serves to make the product color pop, making each variety of color come to life.
Art Direction, Branding, Packaging