Proyya : Package Design
Turning twenty-one is a major cultural milestone, yet most birthday products on the market are either generic party supplies or novelty items that lack cohesion, personalization, or strong visual identity. There is an opportunity for a niche brand to transform this moment into a curated, design-forward experience that feels celebratory, memorable, and tailored to a specific audience.
I wanted to explore how branding and packaging design could elevate a personal life event into a meaningful, shareable experience. This project focuses on young women celebrating their twenty-first birthday—a moment that often symbolizes independence, adulthood, and new beginnings. My goal was to create a brand that feels fun and empowering while maintaining a polished, thoughtfully designed aesthetic.
I created Proyya, a fictitious brand that specializes in curated 21st birthday celebration kits. The brand packages essential party and keepsake items into a cohesive product system that is both visually engaging and easy to understand at a glance. I designed a custom pattern system using fluid, organic forms to reflect movement, excitement, and spontaneity—qualities commonly associated with milestone birthdays. A pink-centered color palette was selected to resonate with the intended audience and to communicate warmth, confidence, and playfulness. The packaging structure and layout were carefully designed to showcase the contents clearly, allowing customers to see what is included while reinforcing the brand’s identity through consistent typography, pattern application, and color usage.
The final outcome is a niche branding and packaging system that presents Proyya as a distinctive, lifestyle-oriented celebration brand. The visual language communicates joy, femininity, and energy while maintaining clarity and functionality. The project demonstrates how thoughtful packaging can enhance both product value and emotional connection by turning a one-day event into a designed experience.
This project strengthened my skills in pattern design, color theory, and packaging systems while reinforcing the importance of audience-driven design decisions. It also deepened my understanding of how branding can shape emotional perception and user experience. Proyya illustrates how design can capture the spirit of a milestone and transform it into a cohesive, memorable product offering.