Bella Rebranding

Realizing there was a market for millennials and kitchenware, Shae, the founder of Made by Gather, relaunched as BELLA in 2011 to focus on the new culture of kitchen warriors. It included a line of colorful and affordable appliances like coffee makers and toasters. Meeting the need for multipurpose cooking solutions that are fun and let you “do your thing” in the kitchen. The brand continues to be a leader in lifestyle kitchenware with a focus on storytelling, social sharing, and content creation. Using how-to videos, recipe tips, and product hacks to “keep it cool in the kitchen” is what BELLA’s all about. I redesigned the packaged designs to bring a new direction matched with the brand, boost brand image and delightful user experience, icons, pitch presentations, in-store display, patterns on the kitchenware, and product overlays for Amazon and online shops.I keep managing, updating, and implementing the brand guidelines for the brand. The brand has over 13k followers on Instagram, and I collaborated in planning, creating direction, and designing social assets.

Design Director: Samantha Hinks

Brand Designer: Donna Choi

Responsibilities:

Competitive analysis / Moodboarding & reference gathering / Concept development / Color, typography, and packaging system development / In-store merchandising / Digital assets / Internal and client presentations / Brand book & toolkit

Brand positioning

Icons

Old Packaging

Exploration

Final Packaging

In-store visual merchandising

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