A consumer-brand rebrand carried through identity and packaging for the entire 12-flavor line, with the design explorations behind it.
The rebrand connected a recognizable coyote identity with a coordinated packaging system across the entire 12-flavor line. I led the relationship between the mark, flavor names, color and label structure across all 12 varieties. Ranch, Lite Ranch and Cilantro Lime Ranch are selected finished examples of that larger body of work; the logo explorations and packaging prototypes show other directions considered.
I led the brand direction and developed the identity and packaging for all 12 flavors, connecting the diamond mark with a consistent family of flavor-led labels.
Keep the coyote as the recognizable character. Give the finished range a shared brand position and label structure, with distinct names and colors for each flavor.
Brand identity and packaging across the entire 12-flavor line. The three finished products pictured are selected examples; alternative logo directions and unused packaging prototypes remain identified as development work.
The packaging system spans all 12 flavors, using the diamond coyote mark as a shared signature and color to distinguish each variety. The actual 25-ounce Ranch, Lite Ranch and Cilantro Lime Ranch jars below are three selected examples from the complete line.
The same diamond identity anchors the entire 12-flavor line.
Each flavor has its own name and color within a shared layout.
The finished photographs show the identity and label system on the actual jars.
The earlier packaging uses a howling coyote, a prominent brand name and a color band for the flavor. The developed mark keeps the coyote central, placing it within a diamond-shaped desert scene and a strong name banner.
The alternatives test a central decision: how much character should come from the animal, and how much from the landscape and lettering? A full-body silhouette, a line drawing and a coyote profile offer different balances. Showing those directions makes the thinking behind the developed mark visible.
Original working composition, showing variations in silhouette, lettering, color and badge shape.
This Southwest Ranch wrap was a prototype. It did not go into production. It explores a different label treatment and is shown as development work, separate from the finished product photography above.
The illustration-led wrap, product-information panel and bottle rendering belong to this exploratory direction. The finished 25-ounce packaging uses the shared white center band and flavor-color system shown above.
Packaging-development presentations and label studies. These are shown as explorations, separate from the finished product photographs.
The delivered identity and packaging system spans the complete 12-flavor line, balancing a recognizable brand with clear distinctions between varieties. The three original product photographs show selected applications; the exploratory work documents the other directions considered.
Finished packaging, original identity work and clearly labeled development studies.