Eggo Portfolio Refresh
role
design manager
Agency:
Design b&B
Design Director:
Robin BEATTIE
senior designer:
HUNTER COLEMAN
Photography:
Tyllie barbosa
an evolution of an icon
Shaping the future of a legacy brand like Eggo was no small feat. In my role as Design Manager for the Frozen Portfolio, I was responsible for thoughtfully evolving the Eggo’s packaging and visual identify in partnership with Design B&B. In this body of work, we set out to reinforce the beloved brand as “America’s favorite waffle” through increased shelf impact and streamlined navigation. In consumer testing, new design system moved the needle on shelf engagement, brand differentiation, taste appeal, key brand equity attributes, and breakthrough. In addition to leading the packaging workstream, I was responsible for translating the packaging principles into a distinct visual identity and comprehensive set of brand guidelines . The result was a packaging system that dialed up Eggo’s iconicity, while driving creative consistency across all touch-points.
Warm Regards
With a +2% projected sales volume increase and a +5 point increase in purchase conversion, consumers noted that the new design system “feels the way Eggo was always meant to be”.
