With significant timing constraints, the rigorous approval and production process tied to new product launches, it quickly became apparent that this project required a unique approach to the creative process. Our team moved quickly to research the competitive landscape and develop design territories, all while working in parallel to get budget approvals for a process never before implemented. I moved swiftly to develop an illustration brief and search for illustrators that reflected the values of this project. This unique approach resulted in a very successful initial round that included formidable design territories and concepts–all strategically aligned to the packaging and campaign goals, eventually leading to a much loved product and campaign. Below is a brief look into the process.