Eggo Portfolio Refresh

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 portfolio navigation. In consumer testing, the new design system improved brand differentiation, taste appeal, and breakthrough. In addition to leading the packaging work-stream, I was responsible for translating the packaging principles into a distinct visual identity and comprehensive set of brand guidelines. The result was a system that dialed up Eggo’s iconicity through strategic simplicity – improving and amplifying its core distinctive assets and ultimately, increasing brand consistency and recognition both on and off packaging.