My role on this two-year project was as Creative Director and Lead Designer. I partnered closely with a strategist to define the initial creative territories, then led a team of designers in bringing these to life across all brand touch points. This included shaping the portfolio architecture, evolving the logo, developing packaging concepts, and building a cohesive design system -culminating in the delivery of comprehensive brand guidelines for the redesign of Gerber.

Gerber, a nearly century-old baby food icon, underwent a complete brand identity redesign to re-establish trust and meet the demands of modern, tech-savvy parents seeking transparency and clarity. Our objective was to elevate Gerber, celebrating its rich legacy while future-proofing the brand for a rapidly evolving world.

Markets: US, Europe, Mexico, China