This project involved the development of a merchandising product inspired by the fairy tale Jack and the Beanstalk, translating its visual and narrative universe into a complete packaging experience. The final outcome is a bean-growing kit containing a pot, cotton, soil, and five beans, allowing users to recreate the story's magical beanstalk. Drawing inspiration from the work of William Morris, the visual identity is built around a palette of rich greens and earthy tones, reinforcing the connection between nature, growth, and fantasy.
The central concept emerged from the theme of scale, used to emphasize the giant's greed and imposing presence within the story. A large, distorted hand wraps around the box as if claiming it as its treasure, while inside, the beanstalk expands through the packaging, filling the space with foliage and leading the viewer's eye from the pot towards the clouds. The opening experience references the tale itself, creating a playful interaction that transforms the package into part of the narrative.
Typography became the foundation of the visual language. A typeface with rounded geometric forms, inspired both the lettering and the graphic elements used throughout the project. Its leaf-like shapes informed custom patterns, illustrations, and decorative accents applied across the box, instruction booklet, bean bag, and flower pot. Combined with a highly legible font, the result is a cohesive and organic identity that merges storytelling, typography, and packaging design into an immersive object inspired by the magic of the original tale.
Academic Project
P1 Magic Beans
Course: Communication Design
(UC Merchandising)
Institution: ESAD Matosinhos
(Escola Superior de Artes e Design)
Professor: João Lemos
Academic Year: 2023/2024
Date: June 2024
P1 Magic Beans
Course: Communication Design
(UC Merchandising)
Institution: ESAD Matosinhos
(Escola Superior de Artes e Design)
Professor: João Lemos
Academic Year: 2023/2024
Date: June 2024