We learned through consumer insight that although the Breyers brand was well loved, it was seen as very serious and too premium for everyday. Also, our client asked that we portray the all natural ingredients more strongly.
By using the original Breyers logo, which over the years had been reduced to a small detail inside the green leaf, I was able to harness an equity that Breyers already owned to bring a sense of uplift and joy to the brand. Additionally, the leaf is now real to reinforce the all natural message.
- Project Roles
- Creative Director, Designer, Art Director
- Type Design, Brand Strategy, Creative Direction, Creative Strategy, Design, Packaging Design
- Project Industries
- Packaged Goods