Laura Scudder's Perfect Guacamole Redesign
This packaging project was the redesign of a kitchen staple that was in desperate need of a fresh look. The existing logo went untouched, but the packaging and overall feel was redesigned to accommodate a completely different target audience — the 'hipster' young adult trying to impress guests on a budget. This process included large amounts of research on competitors, audience behaviors and preferences, and multiple material and print tests.
The final resulted in a clean, eye-catching design that featured handlettering and type treatment that encompassed authenticity — the most important factor to feature in the redesign.