GGS Redesign

The task: bring a beloved household brand from a busy shelfset with over a decade of different subbrands into a unified architecture, and shift the audience from snacking 6-10 year olds to an all household brand for any age.

The work: 6 months of agency creative direction and internal crossfunctional team development, to overhaul over 80 skus within the portfolio, amounting to over 160 pieces of packaging artwork. Characters were freshened up with new activities and optimized for printability, sublines were unified with layout and typography while further differentiated by color and style to leave room for future growth, which all culminated in the first product lifestyle shoot in four years to support a complete website overhaul.

The results: Q3 launch of the redesign saw a 53% lift in category share,