In 2012 we partnered with the Sara Lee Deli brand (Hillshire Brands) to refresh their packaging and invigorate their brand. We worked to improve consumer perception about Sara Lee's deli credibility and roots, while finding a balance between the female persona of "Sara Lee" and a very male-dominated deli case. The refreshed brandmark and logo convey a sense of strength and pride, while the new packaging system highlights the fresh ingredients that go into every slice of deli meat or cheese.
I take special pride in this brand refresh as Sara Lee Deli was the first brand I "cut my teeth" on with packaging in the mid-90s so it was wonderful to usher the brand into a new era.
Role: Creative Director/Account Director
Agency: PKG
Team: Ryan Lynch, Ross Freedman, Sarah Wielusz, Romina Kuppe, Victoria Vitsur
