Brand Design & Visual Storytelling
Peeled Snacks
The Challenge
Refreshing a snack brand to connect with today’s conscious consumers.
The brand needed a refresh that felt modern, accessible, and trustworthy on shelf. Our goal was to unify packaging, marketing, and e-commerce under a strong visual and strategic story. A story that reflected Peeled Snacks’ commitment to sustainability and B Corp values while standing out in a crowded better-for-you category with convenient on-the-go snacks.
MY ROLE
Lead Designer & Brand Strategist
TOOLS
Adobe CC, Shopify, Mailchimp, Later.com, iMovie, AspireIQ, Range Me
KEY GOAL
Take a bag design and build it into a brand
The Approach
I saw the refresh as more than just a new look. It was a chance to create a brand ecosystem with purpose and flexibility. By focusing on consumer insights and teamwork, I aimed to turn design into a complete experience that felt unified, modern, and approachable. I planned to bring e-commerce and email in-house to align our storytelling with business goals, using data to guide campaign strategies, timing, and tone. Aiming to build a system that is both consistent and adaptable, to strengthen brand trust and increase visibility across both retail and digital channels.
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Brand Expansion
Building on the refreshed look, I applied it across product lines, dielines, and formats, from single-serve bags to bulk packs. I also extended the branding to case packs, sales materials, and in-store signage to keep the brand consistent at every touchpoint.
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Digital Integration
To bring our brand refresh online, I updated the website and transitioned our e-commerce and email platforms in-house. This gave us real-time insight into customer behavior and campaign performance, saving costs and enabling agile marketing adjustments.
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Content / Social
I led photoshoots, managed content creators, and organized a shared asset library. By planning campaigns based on data, I used social engagement as a tool for strategic transparency. I shared insights with sales and operations so teams could align on what customers were saying and experiencing.
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Collaboration / Feedback
As a result, our analytics and social feedback directly shaped packaging and operations decisions. For example, we updated designs for better retail display, such as adding the now-iconic clip-strip punch hole.
The Outcome
The refreshed brand system brought together design, marketing, and operations with a unified narrative focused on good ingredients, good people, and good snacks available anytime and anywhere. This update established a consistent brand presence across packaging, digital, and print, improving shelf appeal and making the brand easier for shoppers to recognize and understand. It also empowered the company to manage digital assets in-house and leverage data-driven marketing strategies.
Reflection
This project proved that great design is powered by people. Collaboration across teams, retailers, and consumers helped us align strategy and design to strengthen the brand and improve visibility.
Words from the team
Jacqueline A. Kalina
Chex Finer Foods Director, Supplier Relationships and Category Management
We were in innovation mode and trying to grow at 38% for the year. To do this, we need to buckle down and get all hands-on deck. Christine’s drive and experience shined through as she stepped up to work with R&D, Sales, and the Leadership Team to extract what we needed from new items and organized us on where and how to get there. Since it is in her DNA to naturally be a project manager, she quickly developed a plan for all teams to follow so we could hit the milestones along the way. She was targeted and focused, always reminding us when we would get off track on what wasn’t necessary then and would hold us to it.
Christine has an assertiveness that rallies a team but a calmness about her that keeps us grounded even during the most stressful times.The awareness that she has always amazed me as she has this dynamic brain that understands all of the needs and can figure out how to get it done. We ended up launching six new products that year and hitting our budgeted number of 38% growth.