Favorite Day
What would your favorite day look like? Taste like? You can’t help but turn that frown upside down when you indulge yourself with this brand. Launched in spring of 2021, achieved through the pandemic, across multiple teams and agency partners around the globe; we defined the concept of ‘working differently.’
Favorite Day was launched with 800+ products in bakery, ice cream, frozen desserts, trail mix, cookies, candy and baking decorations during the pandemic. As one guest tester noted: these sweets and a few savories are a collection of ‘lockdown essentials’. Each category had its own particular norms and needs, and multiple tiers within those categories. Overall the brand centered around a strategic positioning reflecting blissful contentment.
my ACD role:
Led the design team internally, globally, and with an agency while learning to zoom. Repeated the phrase ‘blissfully content’ a 1000 times while naming, positioning, designing, presenting, and guiding.
Designed in Brand Design Lab, Target Creative
ECD: Todd Waterbury + Scott Swartz
Creative Director: David Hartman
Designers: Riley Carroll, Aditya Bose, Anthony Lane, Luke Hunt
Project managers: Rachel Walker, Ellen Boldt and Cindy Swanson
Photo AD: Karen Norberg
Copywriter: Erin Duffey
Photographers: Rod Komis Katie Holm, Danielle Gernes
Portfolio Photo AD: Anthony Lane
iIllustration: Brand Design Lab, Young Jerks