President's Choice

President's Choice is one of the most trusted names in Canadian households — decades of equity, but a look that had drifted across product lines, channels, and sub-brands. The job: one masterbrand that travels from grocery aisle to app to street without losing the warmth people already feel.

I worked outward from the equity — finding where the brand contradicted itself and where its cues (the wordmark, the red, food shot like it matters) carried real weight. From there, a flexible system: type, color, motion, and layout that read as one family but flex by context. I prototyped the big applications early, so calls got made in-situ — not in a deck.