22/01/2026
NEW WORK
I partnered with West Midlands based Poselay Foods to develop a complete brand and packaging system built around craft, performance and modern bakery heritage. From shaping a bold visual identity anchored in the F37 Drago typeface to designing a scalable packaging framework for their Proper Dough range, every detail was created to balance artisan quality with national retail and food service performance. The result is a confident, premium presence that lets the product lead while communicating trust through clarity, consistency and strong shelf impact.
The packaging system was designed to be tactile, honest and flexible, using natural materials and clear product windows to bring transparency and authenticity to the forefront. This approach allows the brand to scale seamlessly across sourdough, pastry and retail-ready baked goods, maintaining a consistent visual language that works just as effectively in professional kitchens as it does on the retail shelf.
Full Case Study:
Poselay Foods We worked with Poselay Foods to shape a brand and packaging system rooted in craft, culinary expertise and modern performance, bringing their story to life across retail and professional kitchen spaces. https://destrukt.co.uk/wp-content/uploads/2026/01/Untitled-Project-20-HD-1080p.mov....
