Ever wonder about the nitty gritty of designing packaging for a new brand? In this video, designer Michael Lubrin takes us through the process.

Initial steps include exploring illustration styles and palettes, gathering photos of animals for reference when illustrating, and performing an audit of competitor packaging.

Lubrin draws his illustrations on paper and then transfers them to his laptop for manipulation with Adobe Creative Cloud software. Ultimately, he creates digital mockups of his packaging designs using websites such as are Freepik, Mockups Design, and Mr. Mockup.

The process and results are equally inspiring. See photos of Lubrin’s work on Instagram.