Modernize an American Icon, Campbell’s Condensed Redesign
To embrace the eating habits and shopping behavior of young families, I led the repositioning and redesign of a 150-year-old American icon. The redesign celebrated the brand’s heritage and iconic visual equities, while organizing package communication and consumer benefits to improve physical and digital shopping. Updated Photography improved appetite appeal and variety selection with a bouquet of fresh ingredients.
New packaging and digital assets improved consumer sentiment, increased appetite appeal and enhanced the shopping experience – both in store and on-line.
Swanson Bone Broth Redesign
I led the redesign of Swanson Bone Broth which emphasized the brand’s personality with deep rich tones of blue. Deliciously united typography and photography brought elegance and appetite appeal to the package. I brought attention to strong consumer benefits which brought confidence to the bone broth consumer.
Tap Into Nostalgia, SpaghettiOs Redesign
With the need to tidy-up and simplify communication on SpaghettiOs packaging, I led the redesign of the SpaghettiOs brand packaging and visual identity guidelines.
Inspired by the original design from the 1960’s, the redesign tapped into the memory structure of adults and broadened the target audience from kids to the entire family.
The redesign improved findability at shelf and improved product health and quality perceptions.
