Hellmann’s Smart Jar
“The Smart Jar” concept was designed to help households waste less. When your fridge is chilled below 5°C, the jar visually transforms into 20 new illustrations – making it easy for anyone to know when their fridge is too warm. This causes food to spoil 3 days faster which is an average UK family producing 117kg of food waste every six months.
The label printed using thermochromic ink (dye that changes colour with a change in temperature)
Packaging | Print | Social | Digital | PR
Role: Designer/Art Direction responsible for translating the packaging concept into a flexible social-first campaign that extended across influencer content and digital touchpoints. Using the transformative packaging label as the creative anchor, I developed a scalable visual system and briefed freelance illustrators to produce a suite of interchangeable illustrations and copy that could adapt across the adaptable colours and campaign executions.
Role: Senior Designer responsible for developing a suite of print, OOH and campaign collateral, translating the core creative idea into impactful large-format executions while maintaining a consistent visual identity across every touchpoint.
“Fridge full of nothing? Turn it into something”
Other KV designs, adapted for different platforms
Print | POS | Social | 6-Sheet Display
