JESSIE KIM CAO

GRAPHIC DESIGNER
SOCIAL MEDIA MANAGER

DECADENT CAKE MIX 🍰


The task was to design a packaging system for a fictional national leading brand competitor that would be paired with H-E-B, the massive supermarket chain in Texas, as well as with its budget-friendly sub-brand, Hill Country Fare, or HCF.

The product category chosen was cake mix. With the H-E-B Decadent Cake Mix, you can experience a taste of Paris by crafting a gourmet vanilla, coffee, or berry cake with a rich, creamy flavor profile. The HCF version allows for soft and fluffy cakes made with either rich cocoa, moist fudge, or salted butter.
DISCIPLINESBranding
Packaging

SOFTWAREAdobe Illustrator
Procreate
DESIGN
Jessie Cao
Three Flavor Lineup - OverheadH-E-B Decadent Cake Mix
Three Flavor Lineup - OverheadHCF Cake Mix
Three Flavor Lineup - FrontH-E-B Decadent Cake Mix
Three Flavor Lineup - FrontHCF Cake Mix
Three Flavor Lineup - BackH-E-B Decadent Cake Mix
Three Flavor Lineup - BackHCF Cake Mix


H-E-B DECADENT CAKE MIX 🎂


The H-E-B brand, being top-tier and luxurious, is named “Decadent” with a supporting tagline of “A Taste of Paris.” The design takes the form of a Parisian bakery storefront, allowing consumers to enjoy the scrumptiousness of their favorite pastries in the comfort of their home. It is meant to feel premium, elegant, and gourmet, as complemented by the delicate, airy tone and soft pastel color palette.




Three Flavor Lineup - FrontH-E-B Decadent Cake Mix
Three Flavor Lineup - BackH-E-B Decadent Cake Mix
Three Flavor Lineup - OverheadH-E-B Decadent Cake Mix
Berry Flavor Front PanelsH-E-B Decadent Cake Mix
Berry Flavor Back PanelsH-E-B Decadent Cake Mix
Vanilla Flavor Front Panels
H-E-B Decadent Cake Mix
Vanilla Flavor Back PanelsH-E-B Decadent Cake Mix
Coffee Flavor Front PanelsH-E-B Decadent Cake Mix
Coffee Flavor Back PanelsH-E-B Decadent Cake Mix

Berry Flavor Flat Open SpreadH-E-B Decadent Cake Mix
Vanilla Flavor Flat Open SpreadH-E-B Decadent Cake Mix
Coffee Flavor Flat Open SpreadH-E-B Decadent Cake Mix


HCF CAKE MIX 🍥


The HCF mid-tier counterpart is referred to as simply “Cake Mix.” The design is intended to be timeless and classic, with an accentuation of the softness and fluffiness of the cakes made through the high-quality product photography and decorative product badges


Three Flavor Lineup - FrontHCF Cake Mix
Three Flavor Lineup - BackHCF Cake Mix
Three Flavor Lineup - OverheadHCF Cake Mix
Caramel Flavor Front PanelsHCF Cake Mix
Caramel Flavor Back PanelsHCF Cake Mix
Red Velvet Flavor Front Panels
HCF Cake Mix
Red Velvet Flavor Back PanelsHCF Cake Mix
Chocolate Flavor Front PanelsHCF Cake Mix
Chocolate Flavor Back PanelsHCF Cake Mix

Caramel Flavor Flat Open SpreadHCF Cake Mix
Red Velvet Flavor Flat Open SpreadHCF Cake Mix
Chocolate Flavor Flat Open SpreadHCF Cake Mix



RESEARCH, CONCEPTS, & SKETCHES ✍️



PROCESSAspiration Board
Round 1 First Roughs
Round 2 Revised Roughs
Round 3 Finalized Roughs
Final Packaging for H-E-B + HCF

Project DeckSlide 1 of 44
Aspiration BoardSlide 2 of 44
National Leading CompetitorsSlide 3 of 44
Possible Flavors
Slide 4 of 44
H-E-B Aspiration BoardSlide 5 of 44
HCF Aspiration BoardSlide 6 of 44
H-E-B + HCF Aspiration BoardSlide 7 of 44
Shelf SetSlide 8 of 44
Possible H-E-B Brand Names
Slide 9 of 44
H-E-B Round 1Slide 10 of 44
H-E-B Round 1Slide 11 of 44
H-E-B Round 1Slide 12 of 44
HCF Round 1Slide 13 of 44
HCF Round 1Slide 14 of 44
H-E-B Round 2Slide 15 of 44
H-E-B Round 2Slide 16 of 44
HCF Round 2Slide 17 of 44
HCF Round 2Slide 18 of 44
H-E-B Round 3Slide 19 of 44
H-E-B Round 3Slide 20 of 44
H-E-B Round 3Slide 21 of 44
HCF Round 3Slide 22 of 44
HCF Round 3Slide 23 of 44
HCF Round 3Slide 24 of 44
HCF Round 3Slide 25 of 44
HCF Round 3Slide 26 of 44
HCF Round 3Slide 27 of 44
HCF Shelf SetSlide 28 of 44
H-E-B Round 4Slide 29 of 44
H-E-B Round 4Slide 30 of 44
H-E-B Round 4Slide 31 of 44
H-E-B Round 4Slide 32 of 44
H-E-B Shelf SetSlide 33 of 44
H-E-B Final PackagingSlide 34 of 44
H-E-B Final PackagingSlide 35 of 44
H-E-B Final PackagingSlide 36 of 44
H-E-B Final PackagingSlide 37 of 44
HCF Final PackagingSlide 38 of 44
HCF Final PackagingSlide 39 of 44
HCF Final PackagingSlide 40 of 44
HCF Final PackagingSlide 41 of 44
RecapSlide 42 of 44
All H-E-B + HCF Packages LineupSlide 42 of 44
H-E-B + HCF Shelf SetSlide 42 of 44


H-E-B Concept 1Round 1 First Roughs
H-E-B Concept 2Round 1 First Roughs
H-E-B Concept 3Round 1 First Roughs
H-E-B Concept 4Round 2 Revised Roughs
H-E-B Concept 5Round 3 Revised Roughs
H-E-B Concept 6Round 3 Revised Roughs
H-E-B Concept 7Round 3 Revised Roughs
HCF Concept 1Round 1 First Roughs
HCF Concept 2Round 1 First Roughs
HCF Concept 3Round 1 First Roughs
HCF Concept 4Round 2 Revised Roughs
HCF Concept 5Round 2 Revised Roughs
HCF Concept 6Round 2 Revised Roughs

© 2024 BY JESSIE CAO

ABOUT

Hello, I’m Jessie, I’m a graphic designer. I focus on helping you communicate with your audiences. I craft brand identity systems, user-experience design, and social media content.

If you’re interested in collaborating, my email is jessiecaodesigns@gmail.com. My resume is available upon request.

EDUCATION

BFA Graphic Design
California State University, Long Beach (CSULB)
Long Beach, CA | ‘22 – ‘25

AA Studio Arts, AA Art History, and AA Liberal Arts
Orange Coast College (OCC)
Costa Mesa, CA | ‘19 – ‘22
DISCIPLINES

Advertising
Art Direction
Branding
Content Creation
Leadership
Nonprofit Work
Packaging Design
Print Design
Project Management
Social Media Marketing
Typography
UI/UX Design

SOFTWARE

Adobe Creative Suite (Illustrator,
Photoshop, InDesign) 
Figma
Procreate
Google Workspace
Microsoft Office
Meta Business Suite
Later
Sprout Social
Squarespace
Basecamp
Slack