With the anticipated launch of two new US pie SKUs the Category team approached marketing with the goal of creating 'premium looking' packaging for these new to market products: Chocolate chip cookie pie, and Butter Cream Pie. I worked very closely with a freelance senior designer to tackle this project (but have only included my portion of the project here.)

For this project, we started off by creating mood-boards and sketches to address the brief from category.

After the first concept phase, the category team decided on two main directions. the first being, Ultra premium black label, which was tackled by the freelancer. The second was more of a rustic/homey feel inspired by the chocolate chip mood board.

I worked to create concepts based on that look and feel.