Virginia's

Creating luxury
in a pedestrian experience.

Virginia, an amazing chef with an amazing product, with the worst brand language driven by an era of product packaging straight out of the CPG bible. Condiments typicaly sit on the shelf as the democratic symbol of commodity products, but at 10x the price of your average salad dressing, Virginia’s product is far from common. The brand needed to be elevated to a new standard that justified the expense. Everything about her product was luxurious and decadent, a bold experience that served to elevate any dish, not just a salad.

Virginia’s needed an elegant and thoughtful hand and eye to express the skill and care that is packed into every bottle. Substantial richness and the highest quality ingredients creates a product that is designed to be used for more then just dressing. A combination of original salad experiences and unexpected rich culinary uses creates a swissarmy knife of flavors for every kitchen. 

WEBSITE

Fixing what you can.

When I started this project Virginia unfortunately had overstock of product packaging that she could not yet update. A very real issue when doing a single product brand redesign. The process became about helping Virginia, a chief not a marketer, find a clear path for the brand to evolve. An e-commerce site was the simplest was to deliver the brand direction - expanding her sales from primarily small boutique groceries (although Whole Foods is kinda big) to online distribution globally. It also gave straightforward examples of voice, photography and design across her product line. We also had the opportunity to update the packaging photography to start to bring it inline.