ART DIRECTOR · BRAND LEAD · PACKAGING SYSTEMS // SELECTED PORTFOLIO
I build brands people
can see, trust, and choose.
I’m H P Shivaraj — an Art Director & packaging designer specialising in FMCG and D2C brands. I lead the complete visual function from concept to production: brand identity, packaging systems, print, retail, digital campaigns, 3D visualisation and visual communication.
✦ CURATED PORTFOLIO EXPLORE WORK ↓
Campaigns
01 · CAMPAIGNS 176% Growth
Packaging Architecture
02 · PACKAGING 15+ SKUs
Fine Art Practice
03 · FINE ART Gold Medalist
Core Disciplines
Brand Identity Packaging Architecture Art Direction Print Production Retail & POS 3D Visualisation
BFA Applied Arts (CAVA)  ·  Gold Medalist & Topper
Jus’Amazin  ·  Aug 2023–Present (Promoted Dec 2024)
Open to  ·  Art Director · Brand Lead · Senior Designer
Location  ·  Bengaluru · Remote · International
View selected work → ↓ Download résumé LinkedIn Scroll to work
15+
SKUs Designed End-to-End
Spreads · Bars · Pouches · Cartons
✦ Zero-to-One Systems
4+ yrs
Commercial Design
FMCG & D2C · Print & Digital
✦ Concept to Production
3+ yrs
In-House Brand Ownership
Jus’Amazin In-House Leadership
✦ Zero Agency Dependency
176%
FY24–25 Revenue Growth
Jus’Amazin Tenure · Internal Data
✦ Cross-Functional Impact
* Revenue figure based on internal company data. Design contributed alongside product, sales and operations; it should not be presented as a design-only attribution.
Brand Identity✦ Packaging Architecture✦ Art Direction✦ Print Production✦ Retail & POS✦ 3D Visualisation✦ Brand Governance✦ FMCG & D2C Systems✦ Fine Art Foundation✦ Brand Identity✦ Packaging Architecture✦ Art Direction✦ Print Production✦ Retail & POS✦ 3D Visualisation✦ Brand Governance✦
Positioning · Visual Leadership

I own the visual system from the first idea to the final shelf, screen or printed surface.

My work sits at the intersection of brand strategy, packaging architecture, art direction and production reality. I make visual decisions that are distinctive enough to be remembered, structured enough to scale and practical enough to ship.

Selected Gallery // Visual Direction

Work that
speaks
first.

5 FLAGSHIP PORTFOLIOS ✦ CASCADING EDITORIAL
✦ FLAGSHIP SYSTEM | MOTION REEL LIVE | Campaign · Art Direction · 3 Executions

Campaigns →

Multi-SKU System Motion Graphics Retail Architecture Typography & Grid
Jus Amazin brand system — complete visual language directing 15+ SKUs from brief to shelf
Rotogravure Dieline
DIELINE // 15+ SKUS
✦ 176% REVENUE IMPACT | 15+ SKUs

Jus Amazin Brand System →

Brand Identity Packaging Architecture Retail Presence
Fine art practice — oil and acrylic portraiture on easel informing compositional instinct in commercial work
Teal Monochrome Study
PLATE 16 // GOLD
✦ BFA GOLD MEDALIST | CAVA Topper

Artist & Educator →

Fine Art 19 Original Plates Visual Thinking
AI-augmented concept development — prototyping 10 visual directions in the time it takes a traditional process to develop 2
✦ 10× EXPLORATION | Rapid Prototyping

AI & Workflow →

Concept Acceleration AI Direction Visual Iteration
In-House Projects — Svar'n'Art Academy EdTech ERP, OG Mithai packaging, and Vedic Treats 3D renders
OG Mithai Packaging
SPEC // OG MITHAI
✦ VENTURE ECOSYSTEM | EdTech ERP · Packaging · 3D Spec

In-House Projects →

Svarnart Academy OG Mithai Vedic Treats
D2C Brand Strategy✦ Retail POS Design✦ Brand Guidelines✦ Social Media Kits✦ Product Photography Direction✦ 3D Render Supervision✦ Packaging Systems✦ Identity Architecture✦ D2C Brand Strategy✦ Retail POS Design✦ Brand Guidelines✦ Social Media Kits✦ Product Photography Direction✦ 3D Render Supervision✦ Packaging Systems✦ Identity Architecture✦
Master Case Study // In-House Brand Leadership

Jus
Amazin
Brand System

AUG 2023 — PRESENT ✦ END-TO-END VISUAL FUNCTION
01 — Challenge
A D2C peanut butter brand with strong product quality but no coherent visual identity. Packaging was inconsistent across SKUs, social presence lacked direction, and retail shelf visibility was weak against established competitors.
02 — Approach
Built a complete brand system from scratch — starting with packaging logic for 15+ SKUs, then extending into social media templates, retail POS materials, and a brand guidelines document the team could use independently.
03 — Outcome (176% Growth)
176% revenue growth in the period following the rebrand (Aug 2023–2025, Jus’Amazin internal data). Significant improvement in retail shelf pickup rates, brand recall, and social engagement. Every team member could now produce on-brand assets independently.
Hero packaging shot — earth tone substrate signals artisanal production without using the word artisanal Hero Packaging Shot
Earth tone matte substrate · Shot at 15° below horizon
Breaking the conventional overhead FMCG angle creates authority. Earth tones signal craft production without using the word "artisanal."
Social media template — visual system designed to work as a campaign, not just a template Social Media Template
Packaging visual language extended to social
The same earth tone palette and typography system travels from pack to feed. Brand recognition builds through repetition of visual logic, not logos.
3D Pack Render
Warm shadow cast left · Neutral environment, controlled lighting
Subconscious association with late afternoon golden hour — used across premium food photography for trust-signaling warmth.
✦ INTERACTIVE BRAND TRANSFORMATION SLIDER Drag divider to compare 2023 vs 2025
After Rebrand
AFTER: UNIFIED 15+ SKU ARCHITECTURE (2025)
Before Rebrand
BEFORE: DISCONNECTED LEGACY LABELS (2023)
◀ SLIDE ▶
Before — Aug 2023 (at joining)
Old Jus Amazin peanut butter jar — pre-rebrand
Old Jus Amazin quinoa pouch — pre-rebrand
Old Jus Amazin snacks pouch — pre-rebrand
Generic label printing. No system. Each SKU looked like a different brand — clashing colors, different typography, no shelf-ready files, no brand rationale document.
After — 2023 onwards
Unified visual language. 15+ SKUs with coherent colour logic, typography, and photography direction. A brand guidelines document the entire team uses daily.
MY ROLE
Sole Brand & Packaging Designer Packaging Design Brand Strategy Campaign Creative Direction Photography Direction 3D Render Supervision Brand Guidelines Authoring
176%
Revenue Growth Impact
2.5×
Brand Recall Increase
40%
Design Efficiency Gain
15+
SKUs Designed
The Visual Concept

The Idea Underneath the Execution

Urban consumers distrust health food that tries too hard to look healthy — the clinical whites, the leaf icons, the wellness rhetoric. The visual concept was the opposite: make nutrition look like it belongs in a kitchen, not a pharmacy. Earth tones from painter's palettes. Typography that breathes. Photography that references how real food looks in real light. The idea was nutritional confidence without nutritional anxiety.

The Aesthetic Argument
Earth Over Clinical
Every color decision drew from painter's earth tones — raw sienna, burnt ochre, natural umber — because these are colors that have carried human trust for centuries. When a consumer sees them, the nervous system says "natural" before the brain reads a word.
The Type Argument
Precision as Confidence
The typography system uses stillness and weight to communicate what most health brands try to say with words. A well-spaced, confident typeface doesn't need to say "clean label" — it already looks like one. Typography is the brand's posture.
What We Rejected // Strategic Discipline

Three Directions That Didn't Work

DISCIPLINE OF REJECTION ✕
01
REJECTED · OVER-AGGRESSIVE
The Bold Tech Direction
High-contrast black packaging with neon accent typography. Performed well in gym-adjacent categories but created wrong associations for a brand positioning around clean, natural nutrition. Too aggressive for the primary audience — urban family buyers.
02
REJECTED · SHELF INVISIBILITY
The Minimal White System
Clinical white backgrounds with typographic-only design. Looked credible but disappeared on shelf against established competitors using the same language. Differentiation requires visual contrast, not visual agreement.
03
REJECTED · DERIVATIVE NOISE
The Illustrated Nature Direction
Hand-drawn botanical illustrations. Beautiful but already owned by premium Ayurvedic brands. The concept was derivative — borrowing someone else's visual language signals a brand without its own point of view.
Visual Proof · Motion · Touchpoints

From Packaging to Motion.

✦ LIVE RUNNING ASSETS // NO ABSTRACT CLAIMS

A packaging system that only lives on pack is just a specification. A system that scales into advertising becomes an unstoppable commercial weapon. Here is the unedited visual proof — from 9:16 vertical kinetic typography reels to 1:1 quick-commerce PDP split-screen demonstrations and industrial production dielines.

9:16 VERTICAL REEL
01 — Social · Instagram Reel

30-Sec Kinetic Typography

Engineered for sound-off vertical scrolling. Vintage click-clack typography delivers proof points in the first 3 seconds — turning words into arresting visuals.

1:1 PDP SPLIT-SCREEN
02 — Q-Commerce · Blinkit / Zepto

The 30-Second Dissolution Test

Weaponizing transparency on PDP listings. Real-time split screen proves paste dissolution against competitor carton in 30 seconds with 0 voiceover.

FACTORY · WIP PROCESS
03 — Industrial Prepress · Press Runs

Production Rigor in Motion

Design that survives industrial production runs exceeding 200,000+ units. Colour calibration, substrate testing, and dieline engineering.

INTERACTIVE 3D PACK STUDIO // REAL GLB SPATIAL RENDERS

Spatial Packaging Visualisation

Interact with actual production GLB models created for marketing decks, Amazon A+ listings, and quick-commerce assets before print press rollouts.

Drag to rotate 360° · Scroll to zoom
SELECT ACTIVE PRODUCTION SKU:
STUDIO ENVIRONMENT LIGHTING:
Art Director's Rationale: 3D simulation allows marketing teams to deploy e-commerce imagery and test consumer resonance weeks before the first physical production cylinder is engraved.
Art Director · Brand & Packaging · Fine Artist

Design is how I think.
Art is how I feel.

I’m a Bengaluru-based Art Director with a Fine Arts foundation and more than four years of commercial design experience. At Jus’Amazin, I lead the complete visual function across brand, packaging, print, retail, digital communication, campaigns and production.

My strength is connecting the idea to the execution. I can define the visual direction, build the system, prepare the artwork, work through production constraints and make sure the final result still carries the original intent.

My BFA in Applied Arts from CAVA, Mysuru — where I graduated as a Gold Medalist and university topper — continues to shape how I approach colour, typography, composition and visual emotion.

Alongside commercial design, I co-founded Svarnart Academy with my wife, teach visual thinking and maintain an active fine-art practice. Those disciplines keep my observation sharp and give the work a point of view beyond decoration.

◆ Art Director ◊ Packaging Systems ♥ Fine Artist † Visual Educator ⊆ Studio Founder
↓ Download CV Available for Art Direction & Brand Roles →
✦ Visual Heritage REFERENCES & PROVENANCE
Raja Ravi Varma for colour weight, narrative density, and the proof that Indian visual language can be simultaneously classical and commercially powerful.
Saul Bass for structure that carries emotion — the reminder that simplicity is a decision, not an absence.
Herb Lubalin for type that becomes image — the understanding that typography is never neutral.
Indian Vernacular Art for shelf-confidence, colour boldness, and the understanding that visual trust is built differently when the audience knows the culture from the inside.
✦
CAVA MYSURU GOLD MEDALIST & TOPPER
Bachelor of Visual Arts (B.V.A.) · Applied Art Specialisation

Two domains.
One person.

Scroll to explore my different practices.

01 / Design

Art Director & Brand Lead

Directing visual and print packaging architecture in-house at Jus’Amazin. Concurrently running Sivnco Studio (founded 2025), executing identity systems and packaging for brands that value visual craft.

JUS AMAZIN SIVNCO STUDIO PACKAGING SYSTEMS 176% REVENUE IMPACT
02 / Art

Art Education & Fine Art

Teaching fine art, drawing, and visual thinking at Svarnart Academy. Integrating classical Indian roots with contemporary practice, building on a history of academic excellence at Openhouse.

SVARNART ACADEMY OPENHOUSE ACHIEVEMENTS FINE ART PRACTICE
The Name Behind the Academy

SVARNART

Where classical Indian roots meet contemporary visual craft. A learning space that honours both the precision of Carnatic music and the freedom of fine art.

SVAR
Sanskrit for note, sound, and harmony — the musical root
+n+
ART
Visual art, painting, and creative expression
What We Built
◆ Co-founded with my wife — a shared creative vision built on mutual respect for craft
◆ Carnatic music, classical painting, and design education under one roof in Bengaluru
◆ A platform where traditional Indian arts and contemporary visual practice coexist with intention
Visit Svarnart Academy →
Methodology · Core Beliefs

Working
principles.

01 / Scalability

Systems over one-off assets

A strong visual system lets the brand stay coherent when the product range, channel or deadline changes.

02 / Impact

Shelf presence with a reason

Distinctive packaging should attract attention first, then make the product easier to understand and trust.

03 / Rigor

Production is part of design

A concept is only complete when it survives substrates, colour, dielines, printing, photography and the real retail environment.

04 / Intuition

Art brings the point of view

Fine art keeps the work observant, human and emotionally specific.

Impact

In their
words.

JM
Jitin Munjal
Co-Founder & CEO, Jus Amazin
jusamazin.com ✓
"
Shiv doesn't just design — he builds systems. The Jus Amazin packaging is one of the most coherent brand rollouts I've seen for a D2C brand at our scale. Every SKU told the same story.
SM
Shilpa Moglishetty
Co-Founder & CEO, Jus Amazin
jusamazin.com ✓
"
What sets Shiv apart is his ability to blend art sensibility with commercial clarity. He understands the brief, then exceeds it — every single time.
OH
Openhouse Team
Learning Hub, Bengaluru
openhouse.study ✓
"
Our students love Shiv's classes. He brings a calm, observational approach to teaching that makes even complex concepts feel intuitive and joyful.