Challenge
Hillshire Farm held strong equity in deli meats, but needed to address the growing consumer demand for convenient, high-protein, heat-and-eat meal solutions. The goal was to enter the frozen aisle and compete effectively against established players while maintaining brand authenticity.
Solution
I led the design strategy for Hillshire Farm’s first frozen product line: a 6 SKU collection of Stuffed Croissants and Ciabatta Deli Sandwiches. The strategy focused on establishing a new visual language for a new category and creating a scalable packaging system. The design balanced appetite appeal with functional clarity, featuring prominent protein callouts and a bakery-inspired visual tone that communicated both quality and convenience.
Results
The launch successfully established Hillshire Farm in the frozen category, capturing significant demand for protein-forward snacks. The flexibility of the design system provides a foundation for future flavor extensions and product formats, positioning the brand for long-term growth.
Hillshire Farm held strong equity in deli meats, but needed to address the growing consumer demand for convenient, high-protein, heat-and-eat meal solutions. The goal was to enter the frozen aisle and compete effectively against established players while maintaining brand authenticity.
Solution
I led the design strategy for Hillshire Farm’s first frozen product line: a 6 SKU collection of Stuffed Croissants and Ciabatta Deli Sandwiches. The strategy focused on establishing a new visual language for a new category and creating a scalable packaging system. The design balanced appetite appeal with functional clarity, featuring prominent protein callouts and a bakery-inspired visual tone that communicated both quality and convenience.
Results
The launch successfully established Hillshire Farm in the frozen category, capturing significant demand for protein-forward snacks. The flexibility of the design system provides a foundation for future flavor extensions and product formats, positioning the brand for long-term growth.
