KeVita Portfolio Redesign

ADDING A PERSONA TO PACKAGING

KeVita was struggling to distinguish themselves at shelves within an increasingly crowded category. In my role as Associate Creative Director at PepsiCo, my team sought to solve KeVita’s lack of differentiation with a portfolio redesign. We revamped the pillar strategy to better distinguish between the various product lines and developed a more modern graphic system that brings KeVita’s unique persona to the packaging. Adding humanity to a product within a category driven by lofty health claims, our design celebrates the great tasting, bubbly persona of a brand that is meant to feel approachable and fun. In addition to revamping the full line of products, we developed a holistic visual identity to ensure continuity between on and off pack executions – something the brand had historically struggled to do.