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Work Brand identity Packaging

CALI

An emblem that holds a nine-flavour range together.

Role Brand identity · flavour architecture · label artwork

Nine CALI tins lying lid up in three staggered rows on a light sage set. Studio render — production artwork on the 3D model, Blender, 2026. Open full-size image
Studio render — production artworkNine flavours, lids up

The design challenge

One bear for nine flavours

Nine flavours and five strengths had to be recognisable at a glance on a 60 mm lid, with EU regulatory copy on every SKU.

A fixed bear emblem and frame, one colour per flavour, and a strength system that repeats on every label.

Board: nine CALI face labels with flavour names.Open full-size image
Presentation board — compiled from the design filesNine flavours, one frame

The system

The bear, the tiers, the proof

  1. CALI Peppermint lid label: bear emblem, CALI wordmark, concentric frame and strength dots.Open full-size image
    Original artworkPeppermint lid

    Bear and frame stay fixed

    The bear emblem, CALI wordmark and concentric frame anchor every lid. They never move, so the brand stays constant while the range grows.

  2. CALI Peppermint reverse label with Croatian copy, barcode and distributor details.Open full-size image
    Original artworkReverse label

    Each surface has a job

    The lid carries identity and flavour, the wrap keeps the brand visible around the rim, and the reverse holds the detailed copy and barcode.

Identity

Colour, type and system

CALI mark.
CALI mark

Palette

Sampled from the production files

  • #4F3D2E RGB 79 61 46
  • #366F5F RGB 54 111 95
  • #B66C41 RGB 182 108 65
  • #8B959A RGB 139 149 154
  • #D8C5C2 RGB 216 197 194
  • #FEFEFE RGB 254 254 254

Type

CALI lettering in use.
Wrap label, 228.6 × 14 mm

Palette sampled from the production files; type and system as printed

Brandbook and range

What stays, what changes

Board: the CALI Peppermint face, back and around labels, with sizes.Open full-size image
Presentation board — compiled from the design filesPeppermint: face, back and around labels

Select a board to open it at full resolution.

In use

Where it meets people

CALI tins on a dark retail shelf: nine flavours in columns, two-high stacks in front and four-high stacks behind, lids facing up. Studio render made from the production artwork.Open full-size image
Studio render — production artworkOn the shelf: nine flavours, two rows deep

Part by part

One bear, nine flavours

  1. Bear and frame stay fixed

    Bear and frame stay fixed

    The bear emblem, CALI wordmark and concentric frame anchor every lid.

  2. The wrap

    The wrap

    A 228.6 × 14 mm band keeps the brand visible around the rim.

  3. The reverse

    The reverse

    A Ø 60 mm back label with the detailed copy, its own EAN-13 barcode and EU UFI code.

  4. Lid and band, one system

    Lid and band, one system

    Face, wrap and back labels exist for every SKU.

3D: the production artwork on the real dimensions

Before / after

Back label: first proof to final

Drag to compare the first proof with the final file. The design was already set; this is the production pass that makes a label printable and compliant.

First proof, 30 Jul 2025
Final file, 22 Aug 2025
Production file First proof, 30 Jul 2025 Production file Final file, 22 Aug 2025

What changed

  1. An EU UFI code (poison-centre identifier) added for every SKU
  2. Address localised: “Croatia” became “Hrvatska”
  3. Phone number set in international format, +385 (0)99…
  4. Unit glyphs (g, mg) that had fallen back to a serif now set in the label typeface
  5. Ingredient line re-broken so the last word no longer sits alone
  6. Hazard pictogram enlarged

Delivered

What I delivered

  • 33 face labels (9 flavours × strengths)
  • 33 wrap labels
  • 33 back labels, each with EAN-13 and UFI code
  • Strength system, 3–15 mg
flavours on one system
9
SKUs, each with its own barcode and UFI code
33
print-ready labels: face, wrap and back
99
release waves: five flavours, then four more
2
Print specs, process and creditsSizes, the full write-up, files and sources

Built to print

Face label
Ø 60 mm, one per SKU
Wrap label
228.6 × 14 mm
Back label
Ø 60 mm, Croatian regulatory copy
Strengths
3 · 6 · 9 · 12 · 15 mg (first five flavours); 6 · 15 mg (later four)
Codes
EAN-13 barcode and EU UFI code on every SKU
Files
Adobe Illustrator, one vector PDF per label and strength

Overview

CALI is a nicotine-pouch brand in a round tin. Each tin carries three printed parts: the round lid, a narrow wrap band and a reverse label for the detailed copy, which is in Croatian.

The challenge

Nine flavours needed individual recognition without weakening the CALI identity across a small circular lid and its supporting labels.

Creative direction

Fixed: the bear emblem, CALI wordmark, concentric frame and label hierarchy. Variable: one colour per flavour in the ring and divider, and the flavour name. Strength is shown as printed on each production file.

What was delivered

Nine flavour lids with wrap and reverse artwork, prepared in the strength versions found in the production files.

Design value

A consistent family makes variants easier to compare and gives a repeatable foundation for further artwork. This is design rationale, not a measured retail result.

The problem is framed from the finished work, not quoted from a client brief.

Timeline

  1. 30 Jul 2025

    First back-label proofs: three versions in one day

  2. 5 Aug 2025

    Face labels for Peppermint, Grape, Lemon, Glacier Mint, Mighty Mint

  3. 22 Aug 2025

    Back labels finalised with UFI codes and localised address

  4. 7 Nov 2025

    Second wave starts: Mango, Wintergreen, Fruit Punch, Black Cherry

  5. 25 Nov 2025

    Second-wave files final, same system

Production files

CALI Grape in all five strengths, 3 to 15 mg: lid and wrap label for each.Open full-size image
Production fileGrape in all five strengths: lid and wrap for each SKU

Evidence

Verified fact
Production files cover 33 SKUs (nine flavours, two to five strengths each), with face, wrap and back labels for every SKU.
Every back label carries its own EAN-13 barcode and EU UFI code.
Production files: 60 mm round lid and reverse labels; 228.6 × 14 mm wrap band.
The reverse label names the distributor: Gum Pillow d.o.o., Split, Croatia.
Design reading
Colour, not layout, distinguishes the flavours.
Intended benefit
Variants are easy to compare at a glance.

Credits & notes

  • Brand identity and label artwork — Faraz Khadivdjam
  • Construction overlay — reconstructed for this portfolio
  • Studio renders — made in Blender from the production artwork, 2026
  • Studio composites — production artwork rendered in Blender on background plates generated with Magnific (Freepik) from text prompts, 2026
  • Studio sets — production artwork on the 3D models, rendered in Blender, 2026 (no generated imagery)
  • Flat lays — production artwork rendered in Blender on top-down scenes generated with Magnific (Freepik) from text prompts, 2026

One emblem, one frame and a dot scale carry nine flavours and five strengths across 99 labels.

All work

Next case Gum Pillows Soft lettering. A bold five-flavour family.

Contact

Have a project in mind?

Tell me what you’re making, what you need designed, and your timeline. For design roles or collaborations, email me directly.

Email Faraz Contact page

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