Anessa Tam

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YEAR

2023

PROJECT

Branding

Packaging

Typography

OBJECTIVE

Reimagine the packaging for three food products sold at Williams Sonoma by introducing a simpler, more playful visual language. While the original branding leans toward a more premium, traditional aesthetic, this redesign aims to make the products feel more approachable and budget-friendly—appealing to a broader audience without sacrificing quality.

APPROACH

The redesigned packaging incorporates simple and fun illustrations, a quirky, hand-lettered typeface, and vibrant accent colors. By stripping away ornate elements and focusing on clear hierarchy and visual warmth, the packaging invites a wider audience—including younger consumers and budget-conscious shoppers—into the Williams Sonoma experience. In addition, all three packaging designs are re-sealable.

WILLIAMS SONOMA

Williams Sonoma is a premium American retailer of high-quality kitchenware, cookware, and gourmet foods. Founded by Chuck Williams in 1956, it represents the company's roots and remains its most iconic brand, serving as a go-to destination for culinary enthusiasts, professional chefs, and home cooks alike. Over the decades, Williams Sonoma evolved from a specialty store into a lifestyle brand that celebrates not just cooking, but the joy of gathering, entertaining, and living well at home.