This is a simulated project to create a packaging for Harvest Fields frozen yoghurt. The brief was to design surface graphics on a tub and the lid, for two different flavours — mango and lychee. The product was to be positioned as "above average" in terms of quality and price.
The name "Cultured" is used as a homonym, intended to have two different meanings. It represents yoghurt as "cultured" milk, and also "cultured" people — who are the intended target audience. Cultured individuals can be characterised as having refined taste, manners and good education. Hence, the packaging was executed in a direction that was inspired by a gentlemen's suit — sophisticated yet understated.