Upscale Chocolate
I led a comprehensive design overhaul for Hy-Vee’s private label chocolates and candy. I developed a consistent design system that differentiates each product while unifying them with common brand elements. The creative brief focused on bridging the gap between nostalgic comfort and modern shelf appeal, which I achieved by incorporating warm, inviting and modern brand elements. The result is a vibrant and unified design system that commands attention in a crowded confectionery aisle.
Problem:
The client’s primary goal was to elevate the product's perceived value, ensuring it felt like a gourmet product rather than a generic grocery item. Following the creative brief's emphasis on sophistication, I pivoted away from outdated fonts and colors.
Solution:
I curated a palette of warm, comforting tones. These colors evoke richness and feel high quality which helps maintain an upscale aesthetic. By aligning the visual warmth with the indulgence of the product, the new design meets the brief’s requirement for a brand identity that feels both high-end and inviting.
