Rip Van Inc.
Full of good-for-you ingredients and delicious flavors, Rip Van Wafels was the first product from the Rip Van brand. Taking an iconic delicacy from the Netherlands and turning it into a healthy snack was a big undertaking, but the values, mission and vision of Rip Van helped bring it into reality and into the homes of millions. What started as brand development and strategy turned into full-scale packaging of over 100+ SKUs, 15+ flavors and unique collaborations with iconic brands around the country.
STRATEGY & OVERVIEW
Development of a new snack brand from concept to shelf, starting with brand positioning, visual identity, structural exploration and consumer-focused design. It needed to be playful, honest and approachable, showcasing the product inside as well as standing out on the shelf in any retail environment. After conducting competitive audits and defining target audience insights, I led efforts to build a cohesive and scaleable packaging system that balanced storytelling, flavor differentiation and manufacturing feasibility. This also led to driving material selection, sustainability considerations, and cost strategy while collaborating cross-functionally with product, marketing, and engineering stakeholders along with leadership to ensure the packaging aligned with overall brand strategy and market objectives.
