I had the privilege to work with a small, very talented team on the rebranding of Hampton Creek. As the company grew, and the product lines expanded, we found ourselves trapped within the constraints of the identity. Everything started to feel the same on the shelves, there was no clear differentiator between flavors.
In addition to that, we desperately wanted to bring a breath of fresh air to grocery stores. It can often feel like sensory overload. We wanted to create something that was simple, clear, and unexpected.
With this updated packaging, we also launched a new website. Read the rebrand story told from my perspective here.