The new Lightlife brand identity is simplified, balanced and approachable. Clean, modern typography and a bright colour palette convey positive energy and a spark of inspiration. Redesigned packaging supports the brand position by highlighting that Lightlife tastes great and is made with simple, recognizable ingredients. With product featured front and centre in bright, inspirational food photography, it stands out on grocery store shelves.
Lightlife rolled out in over 12,000 US stores in spring 2020 and sprouted up in stores across Canada the following summer. Its brand relaunch informed all marketing channels, including a website redesign, point of sale signage, out-of-home advertising, and social media.
Agency: Jackman Reinvents
Role: Senior Brand and Packaging Designer