Suzie’s Organics line of condiments were never meant to be the star of your favorite dishes, they were just meant to complement them. We helped grow the brand from three condiments to a full lineup of nine, plus a playful campaign that personified Suzie as your charismatic, dish-hyping sidekick.
The challenge
With their product line expanding from three condiments to nine, Suzie’s Organics needed a refreshed look—one that felt more cohesive and modern, without losing their signature charm.
The idea
We evolved Suzie’s design system to scale with the expanding lineup—preserving its playful spirit while modernizing the look. To complement the refresh, I concepted a cheeky campaign that positioned Suzie’s as the ultimate sidekick: never the star of the show, but always making your favorite dishes better.
My role
I led creative across the packaging refresh and ad campaign—owning design, strategy, and art direction. I partnered with illustrator Steven Noble to evolve the brand’s illustrations while maintaining its organic feel, and developed a cohesive system across the growing product line. On the campaign side, I wrote, designed, and art directed a series of playful concepts that gave Suzie’s a wholesome, human voice and a lot of bad dad jokes.
The impact
The refreshed identity helped reenergize Suzie’s in the market and supported expansion into new retailers. While the ad campaign wasn’t launched, it sparked new creative opportunities—leading to an unexpected product extension into hard seltzer and a deeper client relationship.
The idea | Complements everything. Compliments anything.
It started with a quick Google search to help spark an idea or insight.
Condiment (noun): A preparation added to food to enhance the flavor, to complement the dish
That word—complement—stood out. One of those words people (myself included) constantly mix up with compliment. Same pronunciation, totally different meaning. But somewhere between the typo and the definition, a campaign idea was born: what if a condiment could do both?
So I created a playful, pun-filled world where Suzie’s becomes the over-the-top foodie bestie we never knew we needed—hyping up your pastrami, applauding your grilled cheese, and reminding your fries just how crispy they are.
Complementary Design System
This campaign is built around the voice and vibe of Suzie’s: a wholesome, hype-you-up best friend who knows just how to make every dish shine. She’s playful, warm and confident, and always brings out the best in every dish.
To bring that spirit to life, I wanted the design to feel fun, colorful, and intentional—never cluttered, always charming. Simple, but full of personality. The elements strike a balance between softness and structure—designed to support the dish without stealing the spotlight (Yet somehow, Suzie’s always ends up the star).
The system is flexible and scalable, with elements that can be mixed and matched to create fresh, distinct layouts that feel uniquely Suzie’s—no matter the moment or season. It’s also built to grow with her, allowing new condiments (and their own playful color pairings) to be introduced seamlessly as the brand expands.
Product Refresh
What started as just ketchup….
….developed into a robust line of 12 wholesome condiments
Plus merch!
A bold refresh that captured attention and built momentum (Image credits @suzies_organics)
