Process
01 Client Brief
In the client brief phase, we received a detailed overview from the marketing team, including dielines and specific objectives for the project. The goal was to design two semi-permanent in-store displays—a corrugate unit and a wooden unit—to drive household penetration for Rao’s Homemade. The focus was on increasing sales in categories beyond sauce, such as soups and pasta, while maintaining a cohesive brand presence.
02 Sketches
In the sketching phase, I developed several concepts to explore different creative directions for the displays. These sketches incorporated key brand elements, such as pack shots, logos, and photography. This laid the groundwork for more detailed digital iterations.
03 Design Iterations
In the digital iteration phase, I transformed my sketches into polished designs, incorporating brand photography, pack shots, and the Rao’s Homemade color palette. This step ensured that both the corrugate and wood displays had a cohesive and visually engaging aesthetic that aligned with the brand.
04 Design Rounds
In the design review phase, we created comprehensive decks for each of the three design rounds with the marketing team. These presentations outlined various design options and potential paths forward, providing a clear visual narrative to guide feedback and decision-making. This iterative process ensured alignment and refinement at every stage of the project.
05 Prototypes
In the prototyping phase, we collaborated with vendors to produce physical prototypes of the displays. These prototypes allowed both our team and the marketing team to evaluate the designs in their printed form, ensuring the final products would meet expectations and translate effectively from digital renders to real-world applications.
06 Extend to Full Dieline
In the final production phase, I extended the designs to the full dielines, ensuring every aspect of the displays was accounted for. I meticulously prepared print-ready files, aligning with vendor specifications to guarantee accurate production and seamless execution of the final designs.
