As these items have such a high presence in the retail space, I took this opportunity to update our product labels so that they truly spoke to the high quality of these products. Because the product itself is visible in this form of packaging, we wanted to include a beauty shot of our product, fully cooked, to invite the consumer in. Obviously, we wanted a look that would stand out in this category, and we wanted to really focus on the culinary exploration of such a ubiquitous kitchen staple - the potato. Our copywriter and I worked closely to craft the perfect text to speak to each variety’s profile, and after multiple design iterations, playing with color and type treatments, this look checked all the boxes, providing a modern, appealing and stand-out look for our potato category.