Proper Food[2023]Brand Refresh / Art Direction / Packaging System / Signage
As lead designer, I refreshed Proper Food’s brand to better reflect its values and personality. Known for its chef-crafted, grab-and-go meals, Proper Food emphasizes seasonal ingredients and everyday reliability; ideas that shaped every part of the design process, from updating the color palette to refining the brand voice. I evolved the visual identity and messaging to create a more cohesive look and feel across touchpoints, including print collateral, in-store signage, merchandise, and packaging. This also included a full redesign of the in-store labeling system to improve clarity, consistency, and shelf appeal while communicating the brand’s focus on freshness and quality.