For this design exercise, I created a packaging concept for Nelly Co., a fictional parent company. The project includes packaging for Penne, Spaghetti, and Lasagna noodles, positioned as a budget-friendly alternative to leading pasta brands available at Walmart.
The design balances affordability with eye-catching appeal, utilizing bold typography and clear product labeling to stand out on crowded shelves. The bright green packaging was chosen specifically to contrast with existing primary-colored options on Walmart shelves, as identified by Shelfgram data. With the leading brand using a saturated navy blue, the green provides a unique visual distinction that enhances shelf visibility and attracts consumer attention.
The Process
The design process began with extensive research using Field Agent's Shelfgram tool, analyzing pasta category data from dozens of stores nationwide. This research revealed a notable gap: while blue, red, and yellow dominated pasta packaging, green was almost entirely absent. Furthermore, one of the few companies utilizing green packaging was not sold in Walmart, presenting an opportunity to stand out. Inspired by this insight, I approached the design from a competitor’s perspective, selecting bright green to ensure high visibility and differentiation on Walmart shelves.
Next, I focused on creating a design that balanced simplicity and elegance with commercial appeal. To achieve this, I exercised restraint, avoiding illustrations or overly distinctive elements. The goal was to create packaging that felt safe, familiar, and approachable—an easy choice for the average shopper seeking a reliable, budget-friendly alternative.
