Redesigned a range of frozen vegetables to an updated, easy to shop, cohesive look with two distinct tiers. Range consisted of 29 products with multiple sizes and across a number of suppliers. Designed initial concepts and worked through SKU range and unique dielines.

Managed project through roll out, photography and production. Art directed photography to maintain original design essence with a “fresh from the farm” feel, while also accurately representing the frozen product. Additionally, the vegetables were shot at a consistent scale through out the range, so the photography would be close to real size on every SKU.

Final Product on Shelf

Initial Design and Photography Sketches with Color Strategy and Freezer Mock-up