Creating some heat in the frozen food aisle
BrandWorld // Brand Design // Advertising // Website
PILGRIM’S SELLS ITS CHICKEN IN ICONIC BLUE BAGS behind a glass door in the coldest grocery aisle — a place shoppers want to enter and leave swiftly.
The brand needed a way to give families a reason to reach for the blue bag first. We needed some heat in a frosty situation.
We generated a brand ambition focused on taste and moments when the family gathers. The BrandWorld expanded that ambition so Pilgrim’s could own its commodity category.
BrandWorld
BrandAmbition
BrandExpression
To augment the iconic blue packaging, we created a cache of slightly-amorphous, brightly-colored shapes that energized and humored.
The shapes could be configured quickly and easily for various needs: social posts, shopper marketing, POS, website and more.
And, we featured the product in simple-to-mimic settings that could make meals easy and memorable.
Winner, winner. Chicken dinner.
As head of design // Doner // Detroit // 2020