MY ROLE: Creative Director, Writer
A value brand doesn’t have to feel cheaply packaged—that was our guiding principle for this refresh. We focused on creating packaging that builds confidence through thoughtful design while staying true to our updated brand standards. At the same time, we made sure the most important features and benefits are clearly communicated and positioned where they’ll have the greatest impact. We also established a more cohesive visual system across all products to strengthen overall brand recognition and effectiveness.