Illustration in packaging is honestly one of the most exciting disciplines out there. You can tell any kind of story across a package – use every side, connect them all, create a real narrative thread. With a folding carton, for example, the entire surface becomes a stage.

Add infographics that explain how a product works, or illustrative backgrounds that take the emotional storytelling to another level. The possibilities are pretty much endless – and that's exactly what makes it so fascinating.