03
Flipped Product Launch
Luvo
Luvo is a frozen food company that makes nutritious and delicious meals more accessible. During my time at Luvo, I partnered with the creative team to launch a new product line called ‘Flipped’, designed for the plant-curious and flexitarians looking to “turn over a new leaf” and explore more plant-based options. We developed a visual identity and design system with two key goals: to attract a broader audience beyond our core gluten-free, vegan, and vegetarian customers, and to maintain visual alignment with the existing product lines, helping loyal customers easily recognize the Luvo brand and confidently try new meals across retail and ecommerce channels.
Luvo rebranded as Performance Kitchen in 2019
MY SERVICES
Visual Identity
Packaging
Web Support
Email Marketing
Social Media
CREDITS
Peter Chlebak / Creative Direction
Judy Bau / Project Management
Oli Bell / Community Management
Gabriel Cabrera / Photography
CORE DESIGN SYSTEM
- Unique SKU colours
- Medium wood background representing Flipped product line
- Ingredient shots for each SKU
- Ingredient capsules
RESULTS
- Scaled for packaging, social content, email campaigns, website
- Repurposed easily and consistently for new SKUs in the future, improving design workflows
- Visually aligned with the other product lines, maintaining cohesive brand identity and helping existing customers make decision faster
Other product lines for visual reference
MARKETING CAMPAIGN
Digital ads, website banners, social media content, and email campaigns were executed to promote the launch engaging existing customers and attracting new ones.
RESULTS