Sara Lee
Growing a Sub-Brand Worth Noticing
The Challenge
Building on the launch of Sara Lee’s single-serve warm dessert line, Sweet Moments looked to expand the portfolio into mini cheesecakes across three new flavors: Strawberry Shortcake Crumble, Fudgey Brownie, and Lemon Blueberry. The design had to work harder than a simple extension, it needed to create strong brand blocking across the Sweet Moments sub-brand, clearly differentiate the cheesecake segment from the existing warm dessert line, and compete directly against category leaders on shelf. All while driving appetite appeal in a smaller pack format.
Our Approach
We developed multiple distinct packaging concepts, each designed to balance sub-brand recognition with clear flavor and format differentiation. Food-forward visuals and flavor-specific descriptors anchored each design, ensuring appetite appeal translated at the shelf level. The design system was built with flexibility in mind, capable of extending into club, dollar channel, and future single-serve innovation without losing coherence across the broader Sweet Moments portfolio.
The Impact
A scalable packaging system that strengthens Sweet Moments’ presence in the single-serve category, creates clear distinction within the Sara Lee portfolio, and positions the cheesecake line to compete with confidence against established category leaders.
More Work
MARS Excel
Packaging Design · Consumer Research · Design System
A Gen Z-targeted redesign for MARS — 40 SKUs, bilingual compliance, and a scalable design system.
RXBAR Layers
Packaging Design · Design Architecture · Brand Identity · Packaging Prototypes
A brand extension that retained iconic equity while slimming the silhouette for a new indulgent line.
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