PARK STREET DELI – DESSERT DIPS
Role Senior Designer
Task Immersion, Ideation, Concept Development
Agency Kaleidoscope Chicago
The Brief
Park Street Deli launched two new dessert dips—Lemon Bar and Carrot Cake—and needed a refreshed design to distinguish them from earlier offerings.
Role Senior Designer
Task Immersion, Ideation, Concept Development
Agency Kaleidoscope Chicago
The Brief
Park Street Deli launched two new dessert dips—Lemon Bar and Carrot Cake—and needed a refreshed design to distinguish them from earlier offerings.
The Problem
The original Carrot Cake Dessert Hummus lacked shelf appeal and didn’t fully capture the indulgent, treat-like nature of the product. The new flavors required a more vibrant, modern identity to attract attention and expand the brand’s reach.
The Solution
I led concept development with a focus on charm and indulgence. Inspired by classic cake shop aesthetics, the updated design features striped awnings, warm color palettes, and illustrated dessert cues that signal sweetness and quality. The result is a playful, cohesive look that evokes fresh-baked appeal while helping the line stand out on shelf and attract both new and returning customers.
The original Carrot Cake Dessert Hummus lacked shelf appeal and didn’t fully capture the indulgent, treat-like nature of the product. The new flavors required a more vibrant, modern identity to attract attention and expand the brand’s reach.
The Solution
I led concept development with a focus on charm and indulgence. Inspired by classic cake shop aesthetics, the updated design features striped awnings, warm color palettes, and illustrated dessert cues that signal sweetness and quality. The result is a playful, cohesive look that evokes fresh-baked appeal while helping the line stand out on shelf and attract both new and returning customers.
FIRST STAGE SKETCHES AND CONCEPTS
