PACKAGING EDITORIAL DESIGN ILLUSTRATION GAME DESIGN ART DIRECTION TYPE DESIGN IDENTITIES PRODUCT DESIGN
Xinaro
Perez=
I am a visual identity strategist with a focus on branding, typography, and motion through the lens of culture. based in NYC.

more about me

   
 



Home



















The Heart Pretzel Company is a return to a time of true on-the-go foods with comfort, mobility, and people in mind. The branding of the Heart Pretzel Company was developed in tandem with a novel packaging system that splits in half for people to share.


This  project is a product of the School of Design’s Co-Design course at the Pratt institute. Designed in collaboration with Molly Wasserman, Kaitlyn Jones, and Allie Bernhard




Both the name of the brand and the look of its most critical visual component were derived from focus group observations of how a pretzel is naturally shaped like a heart. Taking inspiration from that insight, the logo features a flattened, vectorized pretzel with two small cuts where the ends jut out, alluding to the shape of a heart.

Packaging A perforated line runs through the middle so that it can be split to share, portion, or store. The cardboard exterior keeps the hands clean, while also allowing grip. Important points for the on-the-go consumer.




The very insight which birthed the name of the brand gave the opportunity to riff off of New York City’s most iconic visual: INY. Now reimagined as I🥨NY, a new critical graphic was born for branded promotional material, menus, and more.





EDUCATION    1. Pratt Institute, BFA Communication
   Design with Highest Honors

 AWARDS
   1. GDUSA 60th Annual Awards Showcase
   Winner, 2024
   2. Communication Arts Shortlist, 2023

WORK
   1. School of Design Dean’s Office
   Pratt Institute, 2023—2025