Mott’s is the iconic applesauce brand and one that was a mainstay for me growing up. But the brand itself struggled with relevance and was quickly falling behind GoGo Squeeze, a newer applesauce competitor to the marketplace. With the old packaging, customers struggled with shoppability at the shelf and it was difficult for them to find the product skew they needed. The system was inconsistent and shoppers had a hard time figuring out the difference between the sublines. Our solution was to modernize the labels and create a modular system. I was in charge of leading what ended up being the chosen concept through the design process and figure out how the design system flexes to new products and skews. I also redesigned the Mott’s logo to fix spacing issues, refine the letters, and create a hidden symbol in the type.

Creative Director - John Norman
Design Director - Phillip Del Moral
Associate Creative Director - Cooper Weinstein
Designers - Veronica Padilla, Anna Rodriguez, Troy Lehman, Trey Johnson, Drew Scott, Carolina Bocanegra