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Winnie Chang

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
Package Design 2
Faculty:
Daniel Hoy
Term:
2025 Fall

Whimzo

Whimzo is a DIY creative kit brand that turns imagination into sensory experience, creating playful objects and scents that invite curiosity and hands-on making. The brand celebrates creativity as something calm, accessible, and full of wonder. Whimzo creates playful, design-forward kits and objects that turn imagination into a real experience. By blending creativity, scent, and sensory making, Whimzo invites people to slow down, explore, and rediscover curiosity through simple acts of creation. It brings a sense of wonder back into everyday life, one small handmade universe at a time.

Process:

The project began with research into Trader Joe’s brand personality, customer behavior, and the growing interest in small, hands-on creative rituals. I explored how scent, making, and storytelling could come together in a way that feels approachable rather than overwhelming. The design process focused on building a cohesive system across packaging, product forms, and visual language. Playful typography, minimal layouts, and tactile materials were used to balance playfulness with calm. The candle container was designed with rounded forms and subtle surface texture inspired by planetary landscapes, allowing each vessel to visually reflect the character of its scent. All product photography was captured by me, then brought into AI for visual refinement using Nano Banana to enhance lighting, texture, and atmosphere while preserving the original composition and design intent.

Learning Outcomes:

Through this project, I learned how to build a cohesive brand system that connects concept, form, and user experience. I explored how packaging can go beyond function to create a guided interaction, and how materials, structure, and storytelling can work together to shape a meaningful, hands-on experience.

Project Website:
https://www.winniechangdesign.com/whimzo
Tags:
Branding,
Identity Design,
Packaging
The current Trader Joe’s logo feels heavy and sharp. It doesn’t fully reflect warmth, playfulness, or accessibility — which are the core strengths of the brand.
So I explored a new logo direction that brings back the warmth and friendliness of Trader Joe’s. Softer curves, smoother spacing, and a lighter feel make it more approachable and modern while still keeping the charm people love.
Whimzo’s logo is soft, playful, and full of personality. The curved shapes and the sweeping “z” give the brand a sense of motion and imagination, while the clean letterforms keep it approachable and warm. It feels creative, friendly, and perfectly aligned with the idea of exploring new worlds through making.
Whimzo packaging.
Product line extension.
Our social media story.
Our candle care set & merchandise.