The Brief

At We Believe Media we were asked to design packaging for Black+Decker’s new air fryer range, creating a clean, modern look that stayed true to their existing brand style. This was part of a wider packaging rollout including heaters, fans and other home appliances. As Head of Design, I led the creative and oversaw consistency across all SKUs.

The Deliverables

I adapted existing Black+Decker packaging to suit the new air fryer range, working from brand guidelines and printer dielines to build full print-ready artwork in Illustrator, including cut, fold, bleed and spot UV specs. I helped guide the product photography with a clear shot list to suit the layout and packaging format. As the range expanded, I oversaw the development of multiple product SKUs, reviewing and approving all designs to ensure consistency and quality across the full line.

The Results

The air fryer range launched with clear, cohesive packaging that stood out on-shelf and aligned perfectly with Black+Decker’s broader product offering. It became one of several successful packaging projects I delivered for the brand, combining creative direction with hands-on design leadership.