WorkGraphic Design

Matisse-like graphic design adds flair to an organic superfood range

Jo Cutri Studio's new work for Mabel & Joy owes a thing or two to cut-out maestro Matisse, but brings modernity and playfulness to the range of Organic Superfood Boosters.

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Mabel & Joy Restore superfood booster packet with abstract Matisse-inspired leaf and fruit illustrations in burgundy, red and cream tones on a coral background

Mabel & Joy's boosters are all made in Australia from only organic ingredients. Different designs and colour palettes are used across each flavour in the range—Balance, Cleanse and Restore. "The main ingredients were incorporated into the illustrations and the bold colours align with each of the flavours," Jo Cutri, the studio's founder explains.

Whimsical serif type in all lower-case is used across the range, against various patterns that use abstracted shapes based on the ingredients and underscoring those natural cues: leaves and fruits, of course, abound.

The copy is kept to a minimum to let the striking graphics take centre stage, neatly contained within a white box on the front of the packs.

Based in Melbourne, Australia, the studio works across branding across digital and print platforms, as well as web development and hosting. Check out more of the studio's work on its Instagram.

Mabel & Joy Balance organic superfood booster packet with Matisse-inspired abstract shapes in yellow, brown and green tones against a yellow background
Mabel & Joy Cleanse superfood booster package featuring abstract geometric shapes, a red apple and stylised foliage in greens and corals on a teal background
Mabel & Joy organic superfood booster packet with illustrated fruits and leaves spilling powder onto a wooden spoon against a green background
Wooden spoon holding finely ground cacao powder in front of a Mabel & Joy Balance superfood booster packet with yellow and brown Matisse-inspired abstract design against a yellow background
Mabel & Joy Restore Organic Berry Superfoods Booster package with red hand illustration and abstract fruit shapes in pink, red and gold tones
Cleanse Organic Greens Superfoods Booster pack label with abstract botanical illustration in greens, reds and neutrals, surrounded by product information and certification icons
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