2023

2025

2020

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2021

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2026

Lead Designer

University or Design School

https://www.bynn-shen.com/pillsbury-brandshift

Profile Website

Pillsbury has been a staple in many American households providing quick and easy dinners and desserts encouraging their customers to make new recipes with their products as jumping points. Their current visual identity comes across as reputable and reliable, but the playful and crafty approach they communicate is missing. The packaging visual language lacks structure, hierarchy, and consistency.

This rebrand attempts to frame the youthful nature through the reimagined doughboy mascot and the visual language of Pillsbury’s products as patterns on the packaging with varied playful colors differentiating the product lines from one another.

Bronze Winner in Branding for Food - Other

Silver Winner in Packaging Design for Graphic Design

Silver Winner in Branding for Graphic Design