Juicybite branding design

Korkio, a ready-made frozen chicken breast brand, required a complete rebranding to better communicate its core unique selling proposition (USP): delivering incredibly tender and juicy chicken when thawed, breaking the stereotype of dry, rubbery frozen poultry. To reflect this, the brand was strategically renamed Juicybite. I led the end-to-end rebranding process, building the new visual identity from the ground up. I designed the new logo and developed a comprehensive design system, establishing robust brand guidelines and a pitch deck. To ensure a seamless omnichannel presence, I also created detailed design frameworks for their upcoming web and social media platforms. The culmination of this rebrand was the CPG packaging design, which is currently distributed in major nationwide retailers across the US, including Target and H Mart. To instantly communicate the product's premium juiciness and maximize appetite appeal, I leveraged generative AI to produce mouth-watering, highly realistic imagery of the fully prepared product. For the packaging system across six distinct flavors, I established a highly intuitive visual hierarchy. By strategically utilizing different color saturations and distinct ingredient imagery tailored to each specific flavor, I ensured immediate flavor recognition for shoppers. This systematic approach not only created a cohesive brand block on the retail shelves but also significantly enhanced the overall consumer experience.