Divine goes flavour first with bold, joyful packaging
As a branding curator, I recommend this redesign for its confident pivot towards flavour first storytelling. Wildish & Co. elevates Divine with a vibrant, scalable visual system, full of hand drawn illustration and expressive colour. The work repositions ethics as embedded context, not the headline, while prioritising taste, premium cues and shelf impact. Typography choices feel considered, pairing a new serif for craft with Proxima Nova for clarity across packs and comms. Early testing shows improved standout, appetitive appeal and brand attractiveness. This evidence suggests the redesign moves Divine from a good story to a visible market leader now globally.
Designers should study this project for its balance of craft and commercial clarity, keenly. Illustration-led packaging proves hand drawn work can signal warmth and premium quality, boldly. The colour system smartly foregrounds flavour, while preserving heritage through grounding greens and cream, carefully. The visual toolkit anticipates seasonal ranges, extensions and retail complexity, always. Retailers will appreciate improved shelf distinction and clearer taste cues at glance. For brand strategists, this is a case study in embedding ethics within desirability, not shouting about it. Read the full breakdown to see process work, art direction and messaging choices that make this rebrand succeed.
Source: www.creativeboom.com
