A Healthy Choice makeover, 20 years in the making? Sign me up!
After 20 years with the same logo and brand packaging design, Healthy Choice approached our team at Brandimage (now SGK) to help refresh its brand identity—a vital step to compete with rival companies outperforming it in the marketplace.
As the team’s Account Manager, I jumped at the task, spearheading cross-functional team meetings and leading creative brainstorming sessions—including client-facing sessions to gain an understanding of the challenges the company faced, plus its long-term goals. Additionally, for the rebrand, I analyzed marketplace trends, performed store audits—including a brand comparison—ideated unique strategies, managed client expectations, and coordinated/attended focus groups to gain consumer feedback throughout the redesign process.
Success! The rebrand launched with spokesperson Julia Louis-Dreyfus at the helm, earning positive media/consumer feedback, and saw a healthy boost in sales—pun intended.
The refreshed logo incorporated the brand’s signature exclamation point.
New brand packaging was created for its frozen meals and shelf-stable canned soup line.
Executed three new product launches with the rebrand’s rollout: Café Steamers frozen meals, microwavable bowls (shelf-stable), and an exclusive Top Chef frozen meal line..