Shared DNA
Turns out consistency is attractive.
Shared DNA
Shared DNA
Industry
Functional CPG
Functional CPG
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
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. 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.
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.
The System
Kicker
BRAND FIRST
BRAND FIRST
FLAVOR SECOND
BRAND FIRST
FLAVOR SECOND
The new system gave the portfolio a clearer order: brand, function, flavor, then format. Color still had a job, but it no longer had the whole job. Each product could keep its personality while the full lineup became easier to understand, easier to shop, and much easier to recognize.
The new system gave the portfolio a clearer order: brand, function, flavor, then format. Color still had a job, but it no longer had the whole job. Each product could keep its personality while the full lineup became easier to understand, easier to shop, and much easier to recognize.
The Result
Kicker
ONE FAMILY
ONE FAMILY
Shelf Ready
ONE FAMILY
Shelf Ready
The final system brought the lineup together without making everything behave the same. Every product kept its flavor, function, and role. Now the full portfolio looked like one brand with its act together. The packaging could flex across gum, mints, tins, cartons, and multipacks while still feeling connected at a glance. Flavor still had personality. Function was easier to understand. And the brand finally had a visual system strong enough to hold the family together. The new packaging helped open doors with major retail partners including Target, Sam’s Club, Costco, and Walmart. Target even asked for exclusive products, which is a pretty good sign the system had legs.
The final system brought the lineup together without making everything behave the same. Every product kept its flavor, function, and role. Now the full portfolio looked like one brand with its act together. The packaging could flex across gum, mints, tins, cartons, and multipacks while still feeling connected at a glance. Flavor still had personality. Function was easier to understand. And the brand finally had a visual system strong enough to hold the family together. The new packaging helped open doors with major retail partners including Target, Sam’s Club, Costco, and Walmart. Target even asked for exclusive products, which is a pretty good sign the system had legs.