Curio Homegoods, a brand under the Munchkin umbrella, makes elevated home essentials that blend form and function. I developed the visual identity and packaging for its Ionic Collection, presenting everyday cleaning tools as objects worth leaving on display.

Goal

Munchkin was launching Curio as a standalone brand with a name and logo already in place, but needed a full brand and packaging design that felt entirely its own, with no trace of the baby products it came from. The name spoke to the products themselves, curiosities built around clever, often hidden features, so the challenge was to translate that sense of discovery into an identity and unboxing experience that felt as considered and surprising as the objects inside.

Solution

At the heart of the brand story was a single idea: everyday tools treated as works of art. I carried this concept throughout the brand, from the typographic treatments, to the photo art direction, each presenting simple kitchen tools with the care of fine objects. This idea comes to life in the packaging, where I designed boxes that showcase each brush standing upright on its magnetic pedestal straight out of the box, putting the product's own design on display before it is ever used. This concept is applied across every format, from the three-piece gift set to the individual brushes and sponge refills. Inside each box, artwork from the romantic period turns the unboxing into a small gallery moment and lets every future collection feature artwork of its own.

Scope of Work

Visual Identity: Logotype Refinement, Color Palette, Typography System, Graphic System
Packaging & Unboxing Design
Photography Art Direction
Brand Guidelines
Collateral Design

Credits

Design: Laura Ángel
Year: 2023
Studio: Ludlow Kingsley
Client Creative Director: Diana "DB" Barnes
Strategy & Copywriting: Anna Hartwick
Project Management: Taylor Schroeder
Product Photography & Video: Matthew Barnes
Prop Stylist: Natalie Papova
Case Study: Written and designed by Laura Ángel.

Independent designer based in Los Angeles, available for collaborations across branding, editorial, and art direction for clients building something with intention.

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