PROJECT DETAILS
As a beloved pantry staple, Zoup! had built strong brand recognition...but in an increasingly crowded category, the brand needed to work harder on shelf while staying true to the personality consumers already knew and loved. The challenge was not to reinvent Zoup!, but to amplify its strengths through a more modern, impactful expression. That is where Frooishen Agency came in the picture.
As part of the Frooishen team, Izzy helped bring the refreshed vision to life through strategic design and creative storytelling. Frooishen developed clear brand strategy and positioning that set Izzy up to led the design process, creating and presenting a range of creative territories that explored everything from subtle evolution to bold transformation. The final work included a refreshed logo, a comprehensive packaging system spanning three product lines, photography creative direction, and off-pack brand world guidelines designed to bring greater consistency and impact across every touchpoint.
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