When consumers told Sara Lee that its brand is too “dessert-focused,” we were hired to develop new packaging for its Hearty & Delicious® bread brand. We also used the opportunity to align the brand within the competitive flavor/color framework already established on-shelf.
We developed a strategy to highlight the Hearty & Delicious brand’s improved nutrition and great taste, prominently displaying new, revised ingredient cues and appealing product images—“aspirational” sandwich images that differentiate the line from the competition. By creating a clean and easy-to-read nutritional claim system and aligning the brand’s flavor colors with those of the competition, the redesign helps shoppers find their favorite product quickly and easily.
Role: Creative Director
Agency: Launch Creative Marketing
Team: Romina Kuppe