ChefElect Packaging Redesign
Chef Elect needed a refreshed packaging system that felt more modern and credible. Their older designs held them back on shelves and didn’t fit where the brand wanted to go as they expanded into small appliances. My goal was to create a cleaner, stronger visual system that helped the products stand out and communicate value instantly.
Senior designer responsible for the packaging refresh and supporting visual assets.
The Problem
Chef Elect’s packaging looked dated, cluttered, and too similar to low-cost competitors. Product names and photography did not appeal to the health-focused shoppers the brand wanted to attract, and there was no consistent system to support new product categories.
The Solution
I redesigned the full packaging line with a clearer layout, modern product names, lifestyle-driven photography, and feature icons that helped shoppers understand benefits at a glance. The new system positioned the brand as more contemporary and capable of supporting higher-end food storage and small appliances.
From Old to New
Project Breakdown
My Responsibilities
- Designed the updated packaging system for multiple product lines.
- Built a cohesive visual approach that scaled across containers and appliances.
- Directed and produced new photography with healthier, lifestyle-focused food presentations.
- Delivered production-ready files for print across all SKUs.
Key Aspects
- Clearer naming that appealed to modern buyers, such as shifting from “Food Storage Containers” to “Meal Prep Containers.”
- Icon system to highlight features and support faster in-store decision making.
- Flexible structure that worked for both storage sets and small appliances.
Impact
- Stronger shelf presence that helped distinguish Chef Elect from value-tier competitors.
- More modern, trustworthy look that supported the launch of their small appliance category.
- Health-focused imagery that broadened appeal and spoke to a younger audience.
Outcome Metrics
Additional Project Details
Highlights
- Modernized brand presence across an entire packaging family.
- Stronger lifestyle direction through purposeful photography.
- Scalable system now used on both storage sets and small kitchen appliances.
- Clearer feature communication that matched shopper needs.
Tools Used
