SUPERVALU used to sell the same Private Label product in 8 different boxes each bearing the Banner of a particular store chain (Cub, Jewel, Acme, etc). Essential Everyday was conceived as a solution to this branding and logistical problem: A unified brand that captures the essence of the quality product presenting a contemporary appearance. StarTribune Article
My job was to take an example completed design keyline representing a product category, all dielines for various sizes, a full range of product photography, color palettes, copy, etc. for the varieties and complete the full line of packaging. My deliverable was a set of completed keylines with high resolution photography placed and spot color breaks built, ready for prepress production.