A fresh take on a brand identity that misses the mark with its target demographic.
A brand identity redesign project for the company Annies. After conducting a case study and extensive research, I determined that while Annies products were mainly marketed towards a younger crowd, their main clientele was actually of an older demographic, contingent on nostalgia.
I chose to redesign the packaging of their 2 most popular mac n-cheese varieties to address this issue. In an attempt to remain faithful to the original classic design, I retained elements such as the color scheme and the iconic rabbit character “Bernie” but opted to change the colors, typography, and style of illustrations.
I worked with the shape of the pasta itself for both the logo and the packaging, using my own photography to make sure it would be immediately identifiable on a store shelf. Pictured below are some preliminary sketches.
Some sketches I did to plan out both the logo and packaging designs in the first phase of this project.
