Lean cuisine
a frozen icon gets a glow up
Services
Immersion & Discovery
Brand Strategy
Tone of Voice & Copywriting
Visual Identity & Materials
Brand Style Guide
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.
We reimagined the product portfolio with a new product tier naming system, improved communication hierarchy, greater brand presence and enhanced appetite appeal. Our overhead photography makes the dish the hero and helps consumers differentiate between the various product offerings in a visually appealing way. With new branding and packaging showing up on shelves, the brand’s visibility has increased dramatically and showing up with the confidence it looks to inspire in its consumers everywhere. The new Lean Cuisine glow-up is official.
Other Work
PUTTING THE "HOT" BACK IN NESTLÉ HOT POCKETS
Hot Pockets