Tender Belly Refresh
Tender Belly needed a packaging refresh that felt familiar to loyal consumers while bringing new energy to the brand. We evolved existing visual equities into a stronger and more ownable system, turning butcher paper-inspired patterns into a key brand asset that celebrates craftsmanship while adding a modern, playful edge.
The hierarchy was reworked to improve navigation and create a clearer shopping experience, while sticker-inspired graphic elements gave "Crazy Tasty" a more visible role within the packaging system. The result is a refreshed identity that feels approachable, distinctive, and full of personality.
