Agency: JKR
Role: Visual Design
Team:
Creative Director - JB Hartford
Visual Design - Kyle Wessel
Account - Ned Joyce
PM - Georgia Odgen
Copywriting - Daniela Stephanou
Deliverables: Brand Identity & System, Photography Art Direction
Client: Kraft Heinz - Ore-Ida
Overview: I led the development of Ore-Ida’s evolved visual identity system, creating a cohesive framework across packaging and brand touchpoints. I defined key assets—including the Double and Single Petal system, color hierarchy, typography, and photography art direction—to ensure both consistency and flexibility at scale. The work focused on sharpening brand distinction while moving away from fast-food cues, using high-impact color, structured typography, and elevated, high-contrast food photography to build a more confident and contemporary brand world.
