At Impossible Foods, I managed packaging design and development for our retail and foodservice portfolio, spanning monolingual, bilingual, and trilingual packaging. In 2023-2024, I helped refresh the brand from its previous “green” to the current “red” brand developed by Jones Knowles Ritchie. In addition to packaging, I designed advertisements, OOH, paid & unpaid marketing and social graphics.
In 2025 and 2026, I led a full revamp of the packaging guidelines for the North American retail portfolio, building a new design system that highlighted protein and fiber claims, photography, and layout across the entire product line, partnering with Brand, Marketing, and Regulatory teams.
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I led the redesign of the packaging guidelines for our entire product portfolio. The Sausage Links (Bratwurst, Spicy, and Italian) were the first to undergo this design transition.
The new design system prioritizes protein and fiber claims, and standardizes photography positioning and placement.
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The plant-based protein mark locks up left-aligned to the product name, vertically distanced from the product name in the same proportion as the product name from the logo itself.
This same standard applies in Canadian packaging.
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I redesigned the 12 oz package of Impossible Beef Meat From Plants, Impossible Foods' flagship retail product. In line with Cased Sausage updates, the three left-aligned claims from the previous 2024 design were replaced with a violator highlighting protein and fiber.
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From 2023-2024, Impossible underwent a brand refresh, with guidelines established by Jones Knowles Ritchie. The small but mighty creative team converted the entire brand asset library from legacy “green” to new “red” branding. This included all brand assets, as well as over 200 pieces of retail and food service packaging.
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