Market research revealed that the previous packaging, while orderly in layout, felt too formal and rigid for the audience Ežys aims to attract. Despite a structured appearance, the layout was perceived as quite chaotic due to inconsistent presentation of key information, particularly data allowances. The previous packs also struggled to hold their own next to bolder, more expressive competitors on store shelves. In parallel with the visual update, the product offering was also revised — introducing clearer, more appealing packages such as an unlimited data plan.

My role involved consulting TRUTH agency on the design limitations uncovered in research, fine-tuning the packaging layout, and customizing the typeface to better highlight the GB data in a more creative and unified way. The customized typeface added a playful but legible feel that drew attention to the key offers, while still feeling cohesive with the overall brand. I also helped adjust the hierarchy and positioning of elements across the different packages to create a clearer, more intuitive structure. A more prominent use of Ežys’ signature mint color also helped reinforce brand recognition and energy.

TRUTH introduced a refreshed version of Ežys’ signature arrow graphic, now rendered with a step-through gradient. This element was integrated across the designs to add a sense of movement and vibrancy, enhancing the updated look without losing the brand’s identity. The final packaging reflects a more consistent, expressive, and customer-friendly design that resonates with Ežys’ audiences, creating a stronger presence both on the shelf and in the minds of consumers.