The Libby’s brand has a long legacy of delicious canned fruit. In the 1940s Libby’s added pineapple into their lineup and it’s since become their lead product. In a massive aisle of canned fruit with big players the goal was to make Libby’s stand out on shelf and communicate its LITE offering. Owning the bright yellow of pineapples, highlighting the cuts of fruit and adding in retro-modern typography created a design that was as timeless as the brand. 

Packaging Design