Role: Brand Designer, Packaging Designer, Creative Director
Tools: Adobe Illustrator, Pantone Connect

As the Kitchenwears product line at Meijer evolved with a new color palette and expanded offerings, it was the perfect opportunity to update the packaging and create a fresh brand identity. I began with a logo refresh to align with Meijer's exclusive retail space, ensuring it communicated a high-end, sophisticated feel while remaining functional for retail merchandising.

A key element of this update was the choice of packaging material. I selected a heavyweight matte paper (600gsm with PP film) to elevate the tactile experience and reinforce the premium brand perception. Given the wide variety of colors and patterns in the textiles, I opted for a neutral color palette that complemented the products while ensuring they stood out on the shelf.

A significant aspect of this packaging redesign was the emphasis on sustainability. I highlighted the Oeko-Tex® certification as a new feature, ensuring that customers were aware of the eco-friendly quality of the products. The packaging also included carefully crafted feature descriptions to communicate these benefits clearly and concisely to consumers.

The redesigned packaging rolled out in Meijer stores in 2020 and successfully aligned with the updated product line’s positioning.

Highlights:
– Updated the logo and packaging for an exclusive Meijer brand
– Chose heavyweight matte paper with PP film for premium packaging
– Selected a neutral color palette to complement a wide range of textiles
– Incorporated Oeko-Tex® certification into the packaging to highlight eco-friendly features
– Researched and wrote feature copy to communicate benefits clearly on packaging

Scope of Work:
– Logo & Brand Identity Refresh
– Packaging Design, Structure, & Material Selection
– Color Palette & Font Choices
– Product Feature Research & Copywriting
– Art Direction & Print Production