Role: Design Director, Designer
Walmart came to us with the idea of borrowing equity from their popular Sam's choice brand to create a thoughtfully curated sub-brand of imported products all about origin.
Through the design thinking process, brand audit, and a brand/ sub-brand hierarchy study, I determined the level of equity from Sam's choice that should be kept in tact vs. evolved.
Because the sub-brand was to be a significant step up in quality, I started by exploring more premium treatments of the Sam's choice identity.
My biggest challenge was developing a clear design architecture system that could live in tact across many different product segments, structures, and hundreds of SKUs while embodying the new brand's promise of "affordable imported luxury."
Sam's Choice Italia was then debuted in stores and translated to e-commerce, where it was given a dedicated brand page on Walmart.com and merchandising support through digital ads, video, recipes, and product pairing ideas.