Confidential project – please do not share. For portfolio review purposes only.
SARA LEE – SWEET MOMENTS
Role Senior Designer
Task Immersion, Ideation, Concept Development
Agency Kaleidoscope Chicago
Role Senior Designer
Task Immersion, Ideation, Concept Development
Agency Kaleidoscope Chicago
The Brief
Sara Lee set out to launch a new dessert product that preserved its classic brand appeal while attracting a younger audience with a fresher visual approach.
Sara Lee set out to launch a new dessert product that preserved its classic brand appeal while attracting a younger audience with a fresher visual approach.
The Problem
The challenge was to modernize the look without losing the warmth and familiarity that loyal customers associate with the brand.
The challenge was to modernize the look without losing the warmth and familiarity that loyal customers associate with the brand.
The Solution
During immersion, ideation, and concept development I drew on childhood memories of cakes resting on delicate doilies, a detail that signals comfort and trust. Clean layouts, appetizing photography, and subtle modern accents delivered strong shelf impact without losing brand heritage. Although the concept was not chosen for production, it earned praise for emotional resonance, clarity, and strategic alignment.
During immersion, ideation, and concept development I drew on childhood memories of cakes resting on delicate doilies, a detail that signals comfort and trust. Clean layouts, appetizing photography, and subtle modern accents delivered strong shelf impact without losing brand heritage. Although the concept was not chosen for production, it earned praise for emotional resonance, clarity, and strategic alignment.
