Creative portfolio

Green Giant: *GIANT

Art Director: Kelly Haworth / University of Colorado Boulder, 2024
*Student work

Manifesto:

To us, “giant” is much more than a cartoon character.
It’s a state of mind.

It means never falling short on nutritional value or taste just because our produce is canned or frozen. It means prioritizing nutrients; locking them in for the long run and packing taste and flavor beneath every seal.

And, it means that freshness is a big—no, GIANT—deal.

So as we re-launch our brand, we are going to re-define what giant really means. It’s not a cartoony relic from the 50’s…it’s a statement of what we believe in terms of how we serve up freshness, flavor, and nutrition in 2024.

GIANT.

Transforming the pantry-legend Green Giant into a brand built for today.

“We’ve redesigned our packaging to bring the spotlight back to the veggies, zooming in on the little details that make a giant difference to your taste buds.”