Long Haul • Work • Rotten

Rotten, like many CPG brands, started as a DTC brand and moved into retail. The transition from screen to shelf can be turbulent. The feedback started rolling in, and the ask was clear: a redesign prioritizing legibility, optimized for shelf. The Rotten brand already had a lot of love from the audience they built on-line. Our goal was to sharpen the universe that got them in-store. Alongside our partners, we achieved that in a number of ways: a refreshed illustration style, clearer callouts & systemized color cues.

“We had two big takeaways, a series of small design tweaks can add up to a major impact. Secondly, for any CPG brand, packaging is the most important and arguably the cheapest piece of marketing and storytelling we have. It’s something we’ll keep investing in over time.” – Michael Fisher, Founder + CEOWe continue to work with Rotten on building a weird & wild brand universe as they scale, and feeding freaks nationwide.

Rotten, like many CPG brands, started as a DTC brand and moved into retail. The transition from screen to shelf can be turbulent. The feedback started rolling in, and the ask was clear: a redesign prioritizing legibility, optimized for shelf. The Rotten brand already had a lot of love from the audience they built on-line. Our goal was to sharpen the universe that got them in-store. Alongside our partners, we achieved that in a number of ways: a refreshed illustration style, clearer callouts & systemized color cues.

“We had two big takeaways, a series of small design tweaks can add up to a major impact. Secondly, for any CPG brand, packaging is the most important and arguably the cheapest piece of marketing and storytelling we have. It’s something we’ll keep investing in over time.” – Michael Fisher, Founder + CEOWe continue to work with Rotten on building a weird & wild brand universe as they scale, and feeding freaks nationwide.

Rotten, like many CPG brands, started as a DTC brand and moved into retail. The transition from screen to shelf can be turbulent. The feedback started rolling in, and the ask was clear: a redesign prioritizing legibility, optimized for shelf. The Rotten brand already had a lot of love from the audience they built on-line. Our goal was to sharpen the universe that got them in-store. Alongside our partners, we achieved that in a number of ways: a refreshed illustration style, clearer callouts & systemized color cues.

“We had two big takeaways, a series of small design tweaks can add up to a major impact. Secondly, for any CPG brand, packaging is the most important and arguably the cheapest piece of marketing and storytelling we have. It’s something we’ll keep investing in over time.” – Michael Fisher, Founder + CEOWe continue to work with Rotten on building a weird & wild brand universe as they scale, and feeding freaks nationwide.