As part of the creative team at Meyocks, much of my work has focused on designing packaging for private label products sold at Hy-Vee. This has included everything from developing packaging concepts, building brand identities for product lines, creating design templates, and preparing final files for print production. The work spans a range of brand structures, including products branded solely as Hy-Vee, products with their own distinct brand identities, and products that combine Hy-Vee branding with a sub-brand.
The majority of the designs I've worked on for Hy-Vee have been redesigns of existing product lines. For each project, designers are provided with a brief, template, and references from private and national brands. If the product line has its own unique branding, we are provided with the name to build an identity around. From there, we each develop several concepts that go through internal feedback and revisions before being presented to the client, where one direction is ultimately selected. The following images are mockups of packaging designs I've created from concept to final execution that are now on shelf at Hy-Vee stores.
The following work features a redesign of Hy-Vee’s pharmacy items, for which my concept was selected and which I helped develop through final execution.
Because this redesign spanned so many items, suppliers handled the final packaging designs using a template document I developed, rather than our team designing the packages directly.
Following the in-store launch of the redesigned products, I designed visual assets for a point-of-sale promotion that highlighted select items from the refreshed packaging system. Additional print assets I created for the campaign are shown below.
As part of a multi-brand campaign that ran across Hy-Vee’s omnichannel media network, I collaborated with a copywriter to create the energy drinks ad above, which I then adapted into a variety of additional assets, shown below.
Below are assets from an additional multi-brand campaign made for the same network, promoting a group of hydration-related products. The main challenge with these campaigns is finding a creative way to bring multiple products together in a visually engaging, cohesive execution that connects back to their shared category. The creative also needs to be flexible enough to work across a variety of sizes and formats, and often needs to allow for products to be swapped in and out, as you can see with the two versions below.
I was responsible for developing a campaign promoting Hy-Vee’s frozen breakfast sandwiches, which included the ad shown above.
I assisted with the conceptualization and finalization of the new Hy-Vee Delivery logo, then helped prepare production files for its application across 10+ vehicle types.
