The Challenge: Light + Fit was losing category share in an ever expanding competitive landscape even though it had one of the most loyal consumer bases in the category–they were aging, and younger consumers perceived the brand as an old school diet brand. It was time to take a 30+ year old brand from being perceived as your mom’s diet yogurt to one of guilt-free indulgence with bold, modern vibes.

The Insight: Having less, just makes women crave more.

The Result: From the all-lilac label backdrops, the saturated flavor coded lids, to the boldly delicious flavor cues, no corner was left untouched in the approx. 96 art files for greek, original, smoothies, and across single serves, multi-packs, and club packs.

My Role: My role in the initial stages included diving in on brainstorming, jumping in on design sessions and critiques. Once the design agency nailed a direction we were able to take the rest of the project in-house where we set to design the original line of skus as well as smoothies and multi-packs. In partnership with a spoonful of extraordinary folks, I directed and managed the photoshoot from pre-post to post production and oversaw the development and production of the entire portfolio of skus, this included color selection, final retouching, back panel and lid designs and rounds and rounds of proofs. It was one for the books!