Since 1981, Lean Cuisine has helped consumers eat mindfully, balancing calories with satisfying flavor. Yet, five redesigns in 15 years struggled to resonate with evolving “Lean Lovers.” We reimagined the brand to regain relevance and connect with consumers.
Our redesign introduced a clear naming system, distinct product tiers, and an improved communication hierarchy for stronger shelf impact. Prioritizing brand presence and appetite appeal, we used overhead photography to make the dish the hero, ensuring easy differentiation. This refresh honored Lean Cuisine’s legacy while making it more relatable and enticing for today’s mindful eater.
SCOPE & SERVICES On-Set Art Direction, End-to-End Photoshoot Concept & Production, Design Direction
CREDITS
Creative Direction: Aimee Sealfon | Art Direction: Alen Catolico | Agency Partner: Interact Brands | Photography: Brian Wright | Retouching: Samantha Hylla
Creative Direction: Aimee Sealfon | Art Direction: Alen Catolico | Agency Partner: Interact Brands | Photography: Brian Wright | Retouching: Samantha Hylla