Suzie’s Organics was growing fast—expanding from a few condiments to a full shelf presence—and needed a bold, cohesive identity to match. We set out to evolve the brand without losing its charm, turning Suzie into more than a condiment: your dish’s biggest hype-person.
The challenge
Scale Suzie’s from three products to a full lineup—building a cohesive identity that could stand out in crowded aisles while keeping the brand’s playful charm intact.
The idea
We built a refreshed design system and illustration style that balanced clean shelf presence with quirky personality. Then, we launched a cheeky campaign that positioned Suzie’s as the ultimate sidekick—cheering on grilled cheeses, boosting fries’ self-esteem, and spreading the love.
My role
As Creative Director, I led Suzie’s brand evolution—overseeing design, art direction, and campaign development. I modernized the visual system with illustrator Steven Noble and guided the team in shaping a distinct, ownable brand voice.
The impact
The work helped secure placement in 1,000+ new retail locations, and boost year-over-year sales by 35%. It also opened the door to future creative, including a full brand extension into hard seltzer.
Product Expansion
What began as a brand refresh and new product design quickly evolved into a full-scale campaign—expanding Suzie’s presence on shelves while creating a bigger, bolder personality in market.
A complimentary campaign
Complements everything. Compliments anything.
In addition to expanded condiment line, we created a campaign to infuse joy, humor, and personality into the brand—engaging loyal Suzie’s fans while attracting a new ones, all without losing Suzie’s original charm.
It started with a quick Google search...
Condiment (noun): A preparation added to food to enhance the flavor, to complement the dish.
That word—complement—stood out. Which I always confuse with compliment, which sparked an idea: what if a condiment could do both? So I created a pun-filled world where Suzie’s became the ultimate foodie hype friend—cheering on your grilled cheese and boosting your fries’ self-esteem
A design system built to scale, evolve, and delight.
Bold type, playful squiggles, an inverted color palette, vibrant lifestyle photography, and craveable AI-generated dishes all work together to complement Suzie’s charm. The result? A flexible, flavorful system full of personality, color, and dad jokes.
Artificial intelligence.
Real cravings.
Midjourney helped me cook up hyper-realistic food imagery that made Suzie’s condiments shine. It was a fun, forward-thinking way to explore visual concepts, bring more personality to the brand, and show how AI can turn up the taste and creativity in unexpected ways.
Real food. Real people. Real flavor.
I used lifestyle photography to capture Suzie’s in her element—being drizzled, dipped, and devoured in real kitchens with real people (and dogs). Every shot is rooted in authenticity, bringing love, flavor, and a little mess.
Type you can taste.
The typography was carefully chosen to do more than inform—it engages. Bold and expressive, it adds personality, punctuates key messages, and reinforces the brand’s playful tone. It’s a core ingredient in delivering craveability and clarity across touchpoints.
Designed to Stand Out
Macro photography combined with BIG out of home executions spotlight Suzie’s in craveable detail—showing that while condiments aren’t the star, they’re essential. Paired with bold type and cheeky compliments, each moment grabs attention and proves great condiments make the meal.
A 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 doing just that).
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 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)
The result? A sweet chorus of “Honey, I need more!”
So I designed event spaces and built vibes
And I got to work with world renowned illustrator Steven Noble on custom woodcut illustrations.
Fun fact: Steven’s the guy behind the Sam Adams portrait, the Coors waterfall, the Shiner Bock ram—and oh yeah, the White House Association logo. 😮💨
This project sparked my love for illustration—something you’ll see throughout my portfolio. I’m drawn to the process: concepting, directing, collaborating, and refining to create something original alongside incredibly talented creatives.
