OSCAR MAYER | PACKAGING RENOVATION
refreshing oscar mayer’s packaging design system to drive more brand purpose, navigation and taste
LEAD DESIGNER : DESIGN STRATEGY > CONCEPT > DESIGN > ART DIRECTION
BRANDOPUS © 2025 Kraft Foods TM
COLD CUTS
To create separation between ranges and retain brand equity, the design strategy began with reimagining the brand’s iconic rhomboid to encapsulate the each range’s unique product proposition, as well as, drive Oscar Mayer’s brand purpose to Spark Smiles.
1 – Reimagining the iconic rhomboid
The next stage explores navigating taste appeal for each tier through typography, color and photography.
2 – defining each tier’s tasty proposition
HOT DOGS
Due to packaging format and limitations, the rhomboid remained more consistent across the Hot Dog portfolio, leveraging distinction through color and texture.
1 – Reimagining the iconic rhomboid
Photography plays a big role in creating distinction between the tiers through exploration of presentation – via Utensils, garnishes, angles.
2 – DEFINING EACH TIER’S TASTY PROPOSITION
EXPLORE MORE PROJECTS
EXPLORE MORE PROJECTS
