WELCH'S

Introduction

Introduction

When consumers saw the Welch's name, they thought grape juice, not fresh apples or peaches. Working alongside another designer and a team of packaging mockup professionals, I spent six months redesigning their fresh fruit collection. The goal was to position Welch's as a modern, diverse fresh fruit brand that could compete on today's produce shelves.

Introduction

Challenges

Challenges

Challenges

Fresh produce packaging lives in one of the most competitive retail environments. The design needed to pop in the refrigerated section while clearly differentiating between flavors.

I was working within established brand guidelines and specific dieline dimensions. The Welch's logo had to remain prominent, the fruit imagery needed visible water droplets, and everything had to work across multiple formats: clamshells, stand-up pouches, and various bag sizes.

Final thoughts

Final thoughts

Final thoughts

The redesign successfully repositioned Welch's as a modern fresh fruit brand. The dynamic compositions create better shelf presence, the color-coding makes flavors immediately identifiable, and Welch's finally looks like more than a grape juice company.

The rollout included the products shown here plus clamshells for blueberries, raspberries, blackberries, kiwis, and cherries.

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(2016-25©)

TRANSCEND

2024

TRANSCEND

2024

TRANSCEND

2024

MANDALA MAGAZINE

2024-Present

MANDALA MAGAZINE

2024-Present

MANDALA MAGAZINE

2024-Present

2026© SHMU Studio

Let’s talk.

Let's talk about your brand,
whether you need a full visual identity, social content strategy,
or a system that scales.

Collaborative Process

I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clear Communication

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.

Senior Designer

at the Adventurer's Press

Sam Fedderly

Ask directly

Let’s talk.

Let's talk about your brand, whether you need a full visual identity, social content strategy, or a system that scales.

Co-Creation

I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clarity

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.

Senior Designer

at the Adventurer's Press

Sam Fedderly

Ask directly

Let’s talk.

Let's talk about your brand, whether you need a full visual identity, social content strategy,
or a system that scales.

Co-Creation

I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clarity

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.

Senior Designer

at the Adventurer's Press

Sam Fedderly

Ask directly