The brief: As a follow-up to the Light + Fit Empower packs, this artist series may only look like pretty packaging to the naked eye but they packed an empowering punch. This series was the first to bring the new L+F impact strategy to life: to empower women to achieve economic independence through programs, workshops, and a post-pandemic return-ship.

The challenge: highlight seasonal flavors in a way that will stand out on shelf by highlighting the artwork of a female artist while still driving taste appeal. So we partnered with Camila Rosa an illustrator whose values aligned with the brand, we featured her story inside the pack, her bio on back of pack, and Camila and her work on L+F social.

My role: Lead the project from ideation, to finding the right illustrator, art directing the packs, designing the packaging including cups and over wraps, over-seeing production and finally, beauty render development.

The results: An increase in sales for the two limited edition skus and additional visibility and lift for one of their most popular greek SKUs, peach.