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Work Brand identity Packaging

CALI

An emblem that holds a nine-flavour range together.

Problem
Nine flavours and five strengths had to be recognisable at a glance on a 60 mm lid, with EU regulatory copy on every SKU.
Solution
A fixed bear emblem and frame, one colour per flavour, and a strength system that repeats on every label.
Result
33 SKUs and 99 print-ready labels, delivered in two waves (August and November 2025), each with its own barcode and UFI code.

My role Brand identity · flavour architecture · label artwork

CALI — Peppermint · 3 mg

CALI Peppermint · 3 mg

3D model — original artwork Ø 60 mm face label, 228.6 × 14 mm wrap and Ø 60 mm back label from the production files.

Brand identity and label artwork for a nine-flavour nicotine-pouch range: a fixed bear emblem and frame, with colour carrying each flavour.

Four CALI tins, Peppermint, Grape, Lemon and Black Cherry, lid up on sage plaster with mint, grapes, lemon and cherries. Studio composite: production artwork rendered in 3D at the scene's scale and light, laid on a generated top-down scene.Open full-size image
Studio composite — production artwork in a generated setPeppermint, Grape, Lemon and Black Cherry

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. Colour carries the flavour

    Colour carries the flavour

    One colour in the outer ring and divider bar; the name sits in the same place on every lid.

  3. The wrap

    The wrap

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

  4. The reverse

    The reverse

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

  5. Nine flavours

    Nine flavours

    The production files cover 33 SKUs: nine flavours, two to five strengths each.

  6. 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

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

System

  • CALI variant 1.
  • CALI variant 2.
  • CALI variant 3.
  • CALI variant 4.
  • CALI variant 5.
  • CALI variant 6.
  • CALI variant 7.
  • CALI variant 8.
  • CALI variant 9.

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

Brandbook

The system, board by board

Board: nine CALI face labels with flavour names.Open full-size image
Presentation board — compiled from the design filesNine flavours, one frame
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
Board: CALI Peppermint face and around labels in five strengths.Open full-size image
Presentation board — compiled from the design filesPeppermint in five strengths

The artwork

Designed in detail

Nine CALI lid labels with the bear emblem, each with its own flavour colour.Open full-size image
Original artworkNine supplied flavour lids

The range

9 variants, one system

Turn them in 3D
  • CALI Peppermint · 3 mg Peppermint · 3 mg
  • CALI Grape · 3 mg Grape · 3 mg
  • CALI Lemon · 3 mg Lemon · 3 mg
  • CALI Glacier Mint · 3 mg Glacier Mint · 3 mg
  • CALI Mighty Mint · 3 mg Mighty Mint · 3 mg
  • CALI Mango · 6 mg Mango · 6 mg
  • CALI Wintergreen · 6 mg Wintergreen · 6 mg
  • CALI Fruit Punch · 6 mg Fruit Punch · 6 mg
  • CALI Black Cherry · 6 mg Black Cherry · 6 mg

Design decisions

Why it looks this way

  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. Row of nine CALI lids showing the colour change per flavour.Open full-size image
    Original artwork

    Colour carries the flavour

    Each flavour gets one colour in the outer ring and divider bar; the name sits in the same place on every lid.

  3. 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.

In context

CALI Peppermint tin with the lid lifted above the base, on a pale green set. Studio render, production artwork.Open full-size image
Studio render — production artworkPeppermint, the lid lifted
Nine CALI tins lying lid up in three staggered rows on a sage set. Studio render, production artwork.Open full-size image
Studio render — production artworkNine flavours, lids up
A tall stack of CALI tins with the Peppermint tin leaning against it, in warm light with leaf shadows. Studio composite: production artwork in a generated set.Open full-size image
Studio composite — production artwork in a generated setA tower of flavours
A tower of five CALI tins with the Grape tin leaning against it. Studio render made from the production artwork.Open full-size image
Studio render — production artworkFive flavours, one emblem
Nine CALI tins from above on dark green felt, the centre tin turned over to show its back label. Studio render made from the production artwork.Open full-size image
Studio render — production artworkAll nine lids, one turned to its back
CALI tins in three stacks with the Black Cherry tin standing in front, green rim light. Studio render made from the production artwork.Open full-size image
Studio render — production artworkNine flavours in three stacks
Two CALI Grape tins, one upright and one turned over to show the back label with barcode and regulatory copy. Studio render made from the production artwork.Open full-size image
Studio render — production artworkGrape: face and back label
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
CALI Black Cherry tin standing in front of stacked CALI tins on warm stone, palm-leaf shadows on the wall. Studio composite: production artwork in a generated set.Open full-size image
Studio composite — production artwork in a generated setAfternoon light, nine flavours

Campaign

A proposed direction

CALI campaign direction: feed posts, stories and a typographic frame made from the project imagery. Proposed, not published.Open full-size image
Proposed campaign direction — not publishedA carousel in afternoon light: posts, stories and a typographic frame

By the numbers

flavours on one system
9
flavours on one system
SKUs, each with its own barcode and UFI code
33
SKUs, each with its own barcode and UFI code
print-ready labels: face, wrap and back
99
print-ready labels: face, wrap and back
release waves: five flavours, then four more
2
release waves: five flavours, then four more

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
Process & productionFull write-up, print specs, timeline, files, credits

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.

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

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

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

Construction guides drawn over the CALI lid artwork.Open full-size image
Reconstructed design studyConstruction guides drawn over the lid for this portfolio
CALI Peppermint wrap band.Open full-size image
Production fileWrap band
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
CALI Peppermint lid in the strength versions found in the production files; filled dots follow the strength.Open full-size image
Original artworkPeppermint in the strength versions found in the production files

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

In short

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

Next project Happy Hippie One expressive family, organised by variant.

Contact

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

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