Krusteaz sought to reinvigorate its brand by revisiting its most visible touchpoint, consumer packaging. Starting with conceptual brand and product statements, directional package fronts, and food photography examples, the new design evolved through an extremely thorough consumer testing process, including cutting-edge neurological feedback sessions led by Nielsen. The revamped packaging retains a sense of the original designs, with heritage logo and colors, while establishing a more modern look and feel, with amped up taste appeal via all new food photography. I art directed the design team from initial concepts to the completion of 70+ SKUs, and oversaw all deliverables including food photography, extensive brand and packaging guidelines, icon development, and special designs for club stores.
CCO—Stanley Hainsworth, ExecCD—Steve Barrett, CD—Daniel R. Smith
Primary Designer—Julia Ondich, Writer—Bo Gilliland
Tether case study