Shared DNA
Turns out consistency is attractive. A complete retail packaging refresh that united the portfolio under one bold, recognizable brand.
Shared DNA
Shared DNA
Industry
Functional CPG / Wellness
Functional CPG / Wellness
ROLE
Creative Direction Brand Systems Packaging Design Production Management Vendor Leadership
Creative Direction Brand Systems Packaging Design Production Management Vendor Leadership
Deliverables
Packaging System Visual Identity Refresh Retail-Ready Design System Print Production Proofing & Vendor Coordination
Packaging System Visual Identity Refresh Retail-Ready Design System Print Production Proofing & Vendor Coordination
TIMEFRAME
2025 to 2026
2025 to 2026
The Setup
Kicker
PLENTY OF COLOR
PLENTY OF COLOR
NOT ENOUGH BRAND
PLENTY OF COLOR
NOT ENOUGH BRAND
The portfolio had personality on shelf, but needed a clearer visual thread to make the lineup feel like one family.
The portfolio had personality on shelf, but needed a clearer visual thread to make the lineup feel like one family.
Every flavor had its own colored packaging, even when the products served different functions. On shelf, the lineup had personality, but the brand architecture was harder to read. The opportunity was to build a packaging system that could stretch across formats, flavors, functions, and retail needs while making every SKU feel distinct, useful, and unmistakably part of the same family.
Every flavor had its own colored packaging, even when the products served different functions. On shelf, the lineup had personality, but the brand architecture was harder to read. The opportunity was to build a packaging system that could stretch across formats, flavors, functions, and retail needs while making every SKU feel distinct, useful, and unmistakably part of the same family.