For the past year, I’ve been working on my MFA thesis project, “Waking Up the Frog: A Marketing, Branding, and Creative Exploration of Frog Ranch Salsa.” 🐸 I have such a deep connection to the brand, and have worked closely with them for three years. So choosing Frog Ranch Salsa for my thesis felt like the perfect fit! Despite their 30-year legacy, Frog Ranch Salsa has never evolved its visual identity. Recognizing the shifting consumer landscape post-COVID, I wanted to take a crack at a re-brand. Through primary and secondary research, my thesis hinged on data-driven insights to inform every aspect of the new branding, packaging, and product lineup. It was an interesting balance as a marketer and a designer. As a designer, I want all of the creative flexibility in the world. But, as a marketer, I want the data to guide decision-making. A photoshoot with kapturedbykali gave life to the concepts, and showcasing the revamped jars on retail shelves provided the visuals to make this ...