I worked alongside a multi-disciplinary team at IDEO to design a brand vision for ConAgra's Kangaroo pita chip brand. The project included the visual identity, tone of voice, packaging, food product, and trial and awareness strategy.
After understanding that pita is viewed as an accompaniment to a dip (like hummus), we saw an opportunity to heroize and forefront the flavor. The brand was already using simple ingredients and basic processes, so we wanted to visually represent the new explosive, bold flavor through the use of real ingredients.
The ConAgra team took the concept to market in 33 working days, launching at Costco, just in time for the Super Bowl.