L.L.Bean Impulse Packaging
After this redesign hit shelves, sales in impulse food increased 40%
Partners: Retail and Home Merchants, Graphics Co-workers
A collection of packaging that covers a large footprint in the Flagship Home Store, as well as register areas in regional stores. Prior to this redesign that I led graphically, different food items had different visuals that did not sit well together in the store. This more current, consistent look among all retail locations greatly improved brand representation and ease of shopping. I tapped in to the outdoors and our heritage by using trees and a watercolor version of our Katahdin graphic. Different food groups have slightly different graphic treatments for visual interest, but everything ties together through shared fonts and elements. After this redesign hit shelves, sales in impulse food increased 40%.