Our work began with a refinement of the Whitley’s logo, updating its appearance to feel more relevant and contemporary while preserving the familiarity and legacy that loyal customers value. From there, we developed a comprehensive packaging system designed to bring order and clarity to a family of more than 250 SKUs spanning multiple product categories, formats, and packaging types. Through a stronger visual hierarchy, improved messaging structure, and a disciplined system for flavor and product differentiation, we created a more unified brand experience that is easier for consumers to navigate both online and at shelf.

To support continued growth, we helped introduce a new family of stand-up pouches across multiple sizes and established a scalable framework for future product launches. We also refined the brand’s storytelling and front-panel communication, developing a family of icons that clearly identify flavors, product attributes, and key differentiators. Beyond core packaging, we extended the system to seasonal and limited-time offerings, as well as a suite of branded shipping boxes and fulfillment packaging. Together, these efforts created a flexible, cohesive packaging ecosystem that strengthens the Whitley’s brand while supporting its continued evolution across channels and product lines.