GROCERY STORE PACKAGING

While Krispy Kreme is widely recognized for its in-store experience, the expansion into grocery stores in early 2021 presented an opportunity to translate that freshness and brand equity into a retail environment. The challenge was to reimagine the doughnut experience for shelf, balancing emotional brand recognition with functional packaging needs. I led the visual strategy and packaging design, developing a system that preserved the brand’s iconic identity while adapting it for retail, addressing key considerations such as freshness perception, durability, and shelf visibility. The approach focused on elevating packaging as both a functional solution and a brand touchpoint, creating a cohesive, premium system that could scale across products and retailers while maintaining consistency outside of traditional shop environments. The launch strengthened Krispy Kreme’s retail presence and expanded accessibility, with packaging distributed across major national retailers including Target, Walmart, Sam's Club, Kroger, Publix, and Costco, reinforcing brand recognition and delivering a consistent, high-quality consumer experience at scale.