CREATIVE DIRECTION / DESIGN
Torani, a San Francisco- based nationally known flavor brand was seeking a shift from its B2B focus to target B2C audience.
My role was to lead the creative work on a brand refresh and website redesign.
In order to meet consumers’ expectations (based on research), the new, re-imagined visual identity needed to reflect Italian heritage and the love of craft combined with attractive appeal of the brand.
I’ve worked with John Lee, an acclaimed food photographer to showcase the broad appeal of Torani flavor through baked goods and drinks in a beautiful, Edwardian setting.
To exemplify commitment to craft, I’ve commissioned Jon Contino, a chalkboard artist from Brooklyn to create a custom sign.
I’ve defined the new visual language through vibrant photography, rich color palette, and hand-crafted design elements to showcase the diversity of Torani flavors.