For the packaging, I really wanted to capture the essence of Amongst’s slogan - “For The Everyday” by developing a unique, full wrap landscape that was not only serene, but real, yet surreal through the use of subtle motifs.
It started with initial rough sketches of various things that could symbolize “The Everyday” then with a quick sketch to blend those ideas together before hopping onto Midjourney to concept and visualize what it could look like and test how the artwork would need to wrap.
After setting the groundwork and confirming how the illustration would wrap and the direction, I contacted a few freelance illustrators and ended up collaborating with an artist in France named Shin Syl on this.
I briefed and gave Syl everything from the sketches to the reference AI work, dieline and wrapping diagram so we could better frame the front and back of the packaging. Below are some of the initial concepts Syl delivered to choose from for the packaging direction along with a color palate options.
After determining which direction and color palette to go with, we began refining the details from colors to small details like the rocks, river, clouds, flowers, line streaks, and more.
We went through a total of 8 iterations before landing on the final approved version of the artwork to use for the packaging.
After finalizing the packaging for print, we received a few samples for a promotional shoot to show off the packaging. Below are some selects from the studio shoot I directed.
Illustration: Shin Syl
Creative Direction: Billy Huynh
Art Direction: Billy Huynh
Packaging Designer: Billy Huynh
Photography: Spencer Heaphy