02IDENTITY + PACKAGING
COMMON GROUND
A small-batch food brand whose identity was redrawn by whoever touched it last. We built a system loose enough to grow and tight enough to recognize.
- CLIENT
- Common Ground
- YEAR
- 2024
- ROLE
- Identity, Packaging, Art Direction
- TIMELINE
- 10 weeks
01
THE PROBLEM
Eleven products. Eleven brands.
Every new product had been designed on its own deadline, by whoever was free. On a shelf the range read as eleven competitors rather than one maker, and the wholesale team was losing listings because buyers could not tell the line apart.
02
THE APPROACH
A grid that survives a new flavour.
We fixed the parts that must never move, the mark, the grid, and the type, then opened up the parts that should: illustration, colour field, and copy voice. Adding a product became a twenty-minute job instead of a new design brief.
03
THE OUTCOME
One recognizable voice, shelf to social.
The system shipped as artwork templates plus a short written standard the team actually reads. Six products have launched on it since, none of which needed a designer to draw the packaging from scratch.
MEASURED ACROSS THE FIRST TWO SEASONS
TIME TO NEW ARTWORK
−74%
From a fresh design brief to a template fill.
WHOLESALE LISTINGS
1.9×
Buyers could finally read the range as one line.
ARTWORK TEMPLATES
11 → 3
Three formats now cover the entire product range.
CLIENT NOTE
CASE 02 / COMMON GROUND
“We stopped arguing about what the brand looked like, because the answer was already written down.”
JONAS BREKKE / FOUNDER, COMMON GROUND
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SIGNAL / NOISE