Muscle Milk Plant Pack Design

Brief:
Create a label for a new Muscle Milk formula offering that cues ‘plant protein’. Must adhear to brand guidlines and read as a natural evolution with in the visual identity system of the Muscle Milk portfolio.

What I Did:
I was the Art Director on this project. I lead an outside agency team on the design evolution with in the product portfolio. I was active in consumer insight studies to understand what color pallete and visual cues will make a protein drinker purchase this new label at shelf. I also was responsible for cross functional alignment on these creative strategies.