Lean cuisine

a frozen icon gets a glow up

Services

Brand Strategy

Design Strategy

Visual Identity

Product Naming

Portfolio Architecture

Packaging Design

Art Direction

Social Assets

Lean Cuisine has been helping consumers eat mindfully since 1981–with calories and satisfying flavor in mind. Over the past 15 years, Lean Cuisine had been redesigned 5 times, constantly searching for its footing as an iconic brand, yet nothing seemed to fit nor truly resonate with its evolving audience of Lean Lovers. We needed to reimagine the brand, regain relevance and engage consumers' senses and sensibilities.

Lean Cuisine’s offerings continued to expand over the years but consumers had a tough time shopping the portfolio and understanding the benefits of the various product tiers and offerings. Most of all, they wanted consumers to enjoy their favorite comfort foods while feeling confident that Lean Cuisine is supporting them in their journey toward better health.