H&B Food Transformation is a packaging refresh across Holland & Barrett’s food and drink range, built to feel more contemporary and consistent across a high-SKU category while staying recognisably H&B on shelf and online.
Role: Packaging designer
Scope: Range rollout across 100+ SKUs, layout adaptation, template development/use, print-ready artwork
Channels: On-pack, in-store, ecommerce imagery
Focus: Range consistency, hierarchy, legibility, pace at scale
Scope: Range rollout across 100+ SKUs, layout adaptation, template development/use, print-ready artwork
Channels: On-pack, in-store, ecommerce imagery
Focus: Range consistency, hierarchy, legibility, pace at scale
The brief
The food range needed a clearer, more modern system across multiple sub-categories, without losing the heritage cues and trust that make H&B feel credible. The challenge was designing something that works as a range, not a single pack.
The food range needed a clearer, more modern system across multiple sub-categories, without losing the heritage cues and trust that make H&B feel credible. The challenge was designing something that works as a range, not a single pack.
Design work
I worked as one of the packaging designers across 100+ SKUs, applying the system across formats and product types while keeping the design tight. That meant making judgement calls constantly (hierarchy, spacing, layout balance, ingredient imagery placement, and what flexes vs what stays fixed) so the range reads as one coherent family rather than a collection of one-offs.
I worked as one of the packaging designers across 100+ SKUs, applying the system across formats and product types while keeping the design tight. That meant making judgement calls constantly (hierarchy, spacing, layout balance, ingredient imagery placement, and what flexes vs what stays fixed) so the range reads as one coherent family rather than a collection of one-offs.
Outcome
A more cohesive, navigable food range that feels current while staying unmistakably H&B. The work was successful because the system held up at scale, and the details stayed consistent across the full range.
A more cohesive, navigable food range that feels current while staying unmistakably H&B. The work was successful because the system held up at scale, and the details stayed consistent across the full range.
