Heidi Choi world
Pikky Pie
Brand Identity & Packaging Design
How can we encourage children who dislike vegetables to enjoy eating them?
From this idea, the concept evolved into a playful, vegetable-themed pizza brand.
1. Concept Development
Inspired by children's drawings, I created playful animal characters that reflect how children see and interpret the world
2. Visual Strategy
Each vegetable was paired with an animal character and translated into playful patterns and colors.
3. Functional Packaging Design
Designed as both packaging and an interactive tool, the box engages children through games, puzzles, and sticker-based activities.
4. Extended Brand System
The visual system was extended across packaging, merchandise, and retail applications.
A playful packaging system that transforms a pizza box into an interactive experience, encouraging children to engage with vegetables through design.
