Packaging

Project Objective: Design packaging for a new line of protein bars that referenced packaging of legacy products in the brand family, but freshen the look and keep the design simple to reflect the simple ingredient profile. Upon and after launch, these bars became a top sales performer for the category.

Creative direction: Tye Bergeson

Project Objective: Redesign a legacy product that was still relevent, but whose package had become dated and failed to drive sales. The opportunity was taken to emphasize the ‘flex’-ibility of this recipe to be used in any number of ways. (The previous design emphasized the ‘pro’ in protein, but that was not longer unique in the market.) The taste appeal was increased significantly and the overall package utilized finishes and design elements to communicate a fun and friendly product that would feel at home on anyone’s countertop.

Creative & CGI Direction: Tye Bergeson

To better serve a subset customers, a clean-label line of products was created. The challenge was to create a unified look for the clean-label extension but still maintain some brand equity with the parent product. This lineup brought in brand marks, a primary color, and iconography from the parent brand. At the time of development, an exposed foil finish was a competitive benchmark for products of this type.

Design: Tye Bergeson

Project Objective: Launch seasonal fragrances using ‘transitional’ designs that would bridge the gap between a less sophisticated design and a complete brand overhaul. The designs feature custom illustrations, while materials and finishes were utilized to create premium tactile experiences for the customer. One of the designers on the project built out a nice case study.

Creative direction: Tye Bergeson

Project Objective: Introduce 9x concentration with a new look that included a move to a new wraparound shrink sleeve design. Months of development and numerous prototypes led to a dynamic system that maximized the 360º design space, and accommodated multiple product variations and fragrances. New designs were received with applause at their introduction. See the sketch that inspired the final design.

Creative & CGI direction: Tye Bergeson; Design: Tye Bergeson, Rebecca Servoss, Taylor Romney, Aliysa Leitch, Ian Gundry

Project Objective: Create designs for new entries in a line of cleaning products, using legacy elements but looking fresh and new at the same time. Lid labels carried over the existing design elements, with colors and finishes helping the rest of the package feel contemporary. Products became an ongoing sales success for the category.

Creative & CGI direction: Tye Bergeson

Project Objective: Design for a new premium line of all-natural pet treats, while also incorporating French language typography with the English. The design features fun but sophisticated graphic elements, while the illustrations convey the natural ingredients.

Creative direction: Tye Bergeson

Project Objective: Create a more sophisticated look than had been used previously, while keeping the design neutral enough to fit with a pending brand overhaul that would follow. The subtle use of color and finishes created a premium impression that helped set the stage for future product designs.

Creative direction: Tye Bergeson

Project Objective: Redesign a legacy product after a more advanced formula was released and sold alongside this formula. The design aimed to achieve a contemporary sophistication through typography and daring black palette, helping to position this product as a valid option for those who didn’t choose the more advanced formula..

Design: Tye Bergeson