Project

Creative Strategy
Brand Design
Packaging Design

Situation

Being a part of the General Mills family of brands poured gasoline on this founders brand but the brand and packaging system was not resonating with shoppers outside of the natural food aisle. My team set out to rebrand Annie’s for more mass appeal while respecting the love it was built on.

Action

I led a team that radically listened. Our core client team trusted us with this brand through hands on work sessions and a passion for white cheddar mac & cheese.

Learning from consumers first-hand helped guide us to a brand system that was full of joy, vibrancy and what really made Annie’s a great choice for their family.

Result

We launched the refreshed Annie’s brand with confidence. Shattering previously established success metrics in qual and quant research gave our client confidence. A system that was recognized from aisle to aisle gave shoppers confidence in this new brand.